Sony Ericsson Promo 16,200,000 PIXELS PHOTOGRAPHY MAGAZINE by Dentsu Inc. Tokyo

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Industry Photo & Video Cameras, Accessories, Mobile phones, devices & accessories
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Copywriter Yosuke Yamagami
Producer Jin Ebashi, Satoshi Wada
Photographer Mika Ninagawa
Account Supervisor Harunobu Deno
Illustrator Wataru Yoshioka
Released February 2011

Credits & Description

Category: Durable Goods
Product/Service: MOBILE PHONE
Agency: DENTSU
Date of First Appearance: Feb 10 2011
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Creative Director/ Art Director: Noriyuki Tanaka (Tanaka Noriyuki Activity)
Planner: Yoji Sakamoto (DENTSU)
Planner: Toshiaki Iki (DENTSU TEC)
Photographer: Mika Ninagawa (Lucky Star)
Copywriter: Yosuke Yamagami (DENTSU)
Producer: Jin Ebashi/Satoshi Wada (Aoi Advertising Promotion)
Illustrator: Wataru Yoshioka (Tanaka Noriyuki Activity)
Planner: Hirofumi Hayashi/Yusuke Shirai (DENTSU)
Planner: Anri Yamada (DENTSU TEC)
Chief Creative Officer: Mikio Yasuda (DENTSU)
Advertiser's Supervisor: Yuzuru Hanai/Takahiro Sasaya (Sony Ericcson Mobile Communications Japan)
Account Supervisor: Harunobu Deno (DENTSU)
Account Manager: Motoyoshi Takano/Atsushi Kariya (DENTSU)
Media placement: Outdoor - Tokyo,Osaka,Nagoya - 10 February 2011

Describe the objective of the promotion.
The main feature of Sony Ericsson’s new mobile phone ‘Cyber-shot Mobile Phone S006’ was a 16.2 mega pixels camera, which boasted the highest pixel count in Japan’s mobile phone history.
The challenge was to appeal these amazingly high-definition-images towards a young generation in their 20s and 30s.

Describe how the promotion developed from concept to implementation.
The solution was to develop a special photography magazine of a young popular actress, shot by an influential photographer using this new mobile phone.
These photography magazines were given out free of charge at key railroad stations in Tokyo, Osaka and Nagoya. A total of 100,000 copies were distributed.
Eye-grabbing displays and the usage of photography magazines were effective to convince the high image quality of the new product.

Explain why the method of promotion was most relevant to the product or service.
By developing this special photography magazine, we can prove the beauty of photos taken by the ‘Cyber-shot Mobile Phone S006’ in the most direct way.
R25 is a famous free information magazine for 20s and 30s and it was also surprising that R25 developed this kind of artistic 'Extra Photo Edition.'
In addition,the actress and the photographer are very popular to our target, too.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Photography magazines were brought back to homes and offices, and the high resolution of ‘Cyber-shot Mobile Phone S006’ spread out.
- Combined with TVCs and websites, received an overwhelming response from the public, acquiring PR exposure equivalent to one billion JPY ad value.
- Expanded into a social phenomenon, and even collectors of magazines appeared.
- Also, 250,000 copies of photography magazines were distributed free of charge at mobile phone shops throughout Japan.
- By this photography magazine centred campaign, the high-definition-images of the ‘Cyber-shot Mobile Phone S006’ were vividly conveyed.