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Marketer: Innovi Technologies Agency: Eight Partnership, Hong Kong

Mobile-phone headsets could be the next fashion trend if "fashion for the head" catches on.

[Hong Kong] Innovi Technologies is adopting a sexy, stylish marketing strategy dubbed "fashion for the head" to promote an otherwise mundane and utilitarian gadget-Bluetooth-enabled headsets for mobile phones. Bluetooth technology allows consumers to connect devices such as phones, PDAs, computers and keyboards without wires.

The Hong Kong-based marketer, whose Bluetrek products are now sold in more than 40 countries, chose a local independent agency, Eight Partnership, to create a global campaign that will run in glossy magazines and outdoor media in key markets including the U.S., U.K., France and Germany, where Bluetrek products are resold by retailers and mobile-phone operators including O2, Orange, T-Mobile and Dixons.

Advertising is driven by three striking print executions that feature tongue-in-cheek visuals of young people going to great lengths to show off their headsets. In "Hair," for example, a young woman has created a Cleopatra-style wig using Bluetrek headsets, while in "Helmet" a biker has used the headsets to replicate a trendy crash helmet.

"The whole objective of the visuals was to give the Bluetrek products and brand a stylish, international look," said Chris Kyme, creative partner, Eight Partnership, Hong Kong.

Bluetrek has grown quickly in the consumer-electronics arena, with unit sales surpassing the 1 million mark after just over a year in the market, "based largely on strong designs, size and advanced technical performance. Although our brand always emphasizes the form factor, function can't be left to chance," added Nicolas Gontard, Innovi's Hong Kong-based CEO.%

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