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Sony Ericsson Canada begins test campaign

Toronto-based Sony Ericsson Canada broke a new advertising campaign for its Walkman W580 cell phone last week. The campaign, consisting of television, out-of-home and print ads, is running is Halifax as a test. "We chose a fully integrated campaign to best determine how to build on the growth of the Walkman phone brand and communicate its features to a mass market," said Jennifer Bromley, head of marketing at Sony Ericsson Canada. The television commercial depicts a women listening to music on the phone and changing songs by shaking the handset. The out-of-home and print creative make use of blurred images to represent the shake feature of the phone. The campaign will run until the end of the month. The commercial will run until mid-December.The campaign was created by Saatchi & Saatchi Canada. Media buying was handled by Media Edge. Public relations are being conducted by The IPR Group.

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