Sony Ericsson Xperia: Defy the Darkness

Lighting up the Swedish gloom.

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The darkness of late autumn in Sweden provided an opportunity for Sony Ericsson to promote its Xperia Ray smartphone and its capacity for taking pictures in low-light conditions. A campaign by Jung Relations urged consumers to 'defy the darkness' and send a message to a loved one via a billboard in Stockholm's Stureplan. Participants typed in their message via online or mobile platforms, and an Xperia Ray took a picture of the billboard and sent it to them when it went live.

The campaign ran over four days and resulted in over 3,000 greetings (which included 11 marriage proposals) and 14 million page impressions, as well as mentions by influential bloggers.

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Feb 15, 2012
Jung Relations - Stockholm
Sony Ericsson Xperia
Strategic Advisor:
Jesper Kling
Creative Director:
Marita Kunonen
Project Manager:
Elizabeth Guest
Christian Hammer
Mattias Jersild
PR Advisor:
Robert Zillen
PR Advisor:
Anna Persson
Johan Loman
Fredrik Persson
Mattias Ottosson
Front End Developer:
Niclas Gelin
Back End Developer:
Public Class
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