For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.For the launch of its C905 model, which boasts an 8.1 mega pixel camera, Sony Ericsson transformed a bus shelter at Rembrandtplein in Amsterdam into a photo studio. The aim of this campaign was to demonstrate the camera's capabilities, with a special focus on how the mobile imaging of this model is as good as any digital camera. To illustrate this, the panel was fitted with a touchscreen, which passers-by could interact with. The panel was fitted with a C905 camera, and people could pose for a photo in the bus shelter and then have their image transferred to a large screen opposite. Interacting with the campaign took seconds, but gave everyone who wanted it their 15 seconds of fame.
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