Sony Ericsson Walkman W960i

Brief: All the music you want literally at your fingertips with Sony Ericsson W960i Walkman ™.


  • To support the launch of Sony Ericsson’s most impressive music phone, we conceived and created a seamless integrated campaign. With executions in press, online and the launch of a radio programme, each communication was designed to show the new Sony Ericsson W960i Walkman ™ in a unique and memorable way that built awareness and created an emotional connection with our audience.

Campaign | Print:
24 page supplement, Independent Music in Association with AIM (Association of Independent Music) and Sony Ericsson W960i Walkman ™. Authoritative, cutting edge content, positioned the handset as the perfect music companion. All elements used the press medium to its full potential with relevant, clear and persuasive messages.

Content included:

* Front cover accreditation and branding

* Premium advertising sites

* Integrated fractional strips with Sony Ericsson artwork

* Guest editorial column from a Sony Ericsson expert

* Integrated editorial explaining the development of mobile phones in relation to music

* Teaser ads in the main paper to optimize the campaign

* Full page promotions directing our audience to the digital campaign and radio programme


Campaign | Digital:
Key sections and content were taken from the Independent Music magazine and used to launch a music channel on in association with Sony Ericsson W960i Walkman ™, positioning the handset as a perfect music companion and showcasing its music features.

We then added an exclusive online offer, teaming up with Ninja Tunes (a popular indie label) to offer 10 exclusive free downloads from a new album six weeks prior to its release. This concept celebrated the W960i's massive 8 Gigabytes (eight thousand songs) offering.

We ran 700,000 Sony Ericsson branded traffic drivers, including skyscrapers and banners on the site, directing traffic to the campaign. The stylish creative was inspired by sleek black vinyl design of the phone. We also created the very first Independent Music in Association with Sony Ericsson W960i radio show.

Campaign | Radio:
To promote Tracker ID amongst other music features, we produced an hour-long on demand show, packed with exclusive music (from AIM labels), interviews and features drawn from the magazine.

The show was broadcasted on with 200,000 listeners world-wide, on with 6.5 million unique users worldwide, and our audience could download the programme on their handsets.

The partnership of the programme included accreditation in the opening sequence with 'The Independent Music show brought to you by Sony Ericsson W960i Walkman ™’; pre/post roll ads, plus plugs with certain features such as 'The Sony Ericsson W960i Walkman ™ Top 10, and Best of 2008, plus exclusive Interviews'. A competition via the show gave listeners the chance to win Sony Ericsson W960i Walkman ™ handsets. The radio show was available for streaming and downloading and posted on iTunes.


This campaign was a truly integrated offering that gave the brand's audience multi-touch points with value. All media channels worked hand in hand to show the W960i's musical strength and elegance.

Richard O’Connor
Creative Solutions Director
Tel: 0207 005 2092


Kate Karabinis

Business Development Manager

Tel: 0207 005 2135