[Singapore] Sony Ericsson created walking, talking billboards to generate buzz for the launch of its K750i mega-pixel mobile phone in Singapore. The interactive initiative, by WPP Group's Mediaedge:cia, let consumers interact directly with the product. Throughout June, "Pixmen" dressed in black and sporting trendy shades carried flat-screen TV sets with back supports, so the overhead screens were easily visible, around high-traffic business and shopping districts and outside hip nightclubs like Zouk. Working in pairs, one Pixman's screen showed a Sony Ericsson K750i TV commercial while the other enabled pedestrians to see the difference in image clarity afforded by the K750i. Pictures taken on the spot, or selected music, could be broadcast immediately via Bluetooth technology to the second Pixman's screen.
"This product category competes aggressively in an increasingly cluttered advertising environment, so this guerrilla media initiative is not only suitably cutting edge," said Jack Tan, branch manager, Sony Ericsson, Singapore. It is also "an opportunity for our target consumers to experience the phone and its capabilities in a uniquely hands-on manner."