The launch of Sony Ericsson’s new mobile phone, W350, saw a concert performed by Californian born Mexican singer, Julieta Venegas, at the Plaza Cuicuilco in Mexico.

The singer and the show were ideal for the launch of this mobile, which is also christened as the W350 - Julieta Venegas edition. The mobile phone comes with a MP3 player, which has Julieta’s eight songs from her new album, Julieta Venegas MTV Unplugged and it also includes two wallpapers of the Grammy winner. The mega event was staged by Sony Ericsson and had nearly three thousand attendees.

Apart from the concert, over seventy thousand emails and fifty thousand flyers were used to advertise and promote the new mobile phone.

The entire marketing campaign was divided into two phases. The first phase was concentrated on VIP’s that including customers, distributors and a list of media personnel’s. The second phase was a huge drive, targeting the younger generation via internet, flyers, advertisements on radio and television, malls and posters of the Venegas concert.

This combined marketing campaign named as Concert Surprise was made a success with the massive support from Circus Marketing.

Via:
briefblog, ritmoblog

Pictures via Google.