ASIA-PACIFIC – BEIJING, CHINA, NOVEMBER 2010 – Sony Ericsson launched its first phone to support the TD-SCDMA network in China through an exclusive partnership with China Mobile.
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Sony Ericsson has tasked integrated marketing agency iris with creating a 360 campaign for the launch of the A8i smartphone, which will include a product video, digital, print and online advertising, outdoor and ambient communications, experiential activity, a nationwide retail and poster campaign and PR. An experiential roadshow hits shopping centres and office buildings across Beijing, Shanghai, Guangzhou and Chengdu very soon.
Roland Cheng, Head of Marketing Region China, Sony Ericsson Mobile Communications, China said: "The A8i is a totally new offering for TD phones in that it combines Sony Ericsson¹s hallmark style and functionality with the very best in entertainment. We needed a marketing partner that knew the brand extremely well to deliver a full-service campaign, so iris was the obvious choice as our global marketing partner of over 10 years."
David King, iris regional CEO for China, said: "This is big news for the Chinese market – It is not only a first for the Sony Ericsson, but a first for the TD market to get a phone which ticks all the boxes."
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