Sony Ericsson Xperia: Defy the Darkness

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The darkness of late autumn in Sweden provided an opportunity for Sony Ericsson to promote its Xperia Ray smartphone and its capacity for taking pictures in low-light conditions. A campaign by Jung Relations urged consumers to 'defy the darkness' and send a message to a loved one via a billboard in Stockholm's Stureplan. Participants typed in their message via online or mobile platforms, and an Xperia Ray took a picture of the billboard and sent it to them when it went live.

The campaign ran over four days and resulted in over 3,000 greetings (which included 11 marriage proposals) and 14 million page impressions, as well as mentions by influential bloggers.

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