New Sony gizmo changes songs at flick of wrist

And the company is so excited about its newest Walkman phone it's testing its first integrated campaign.

Haligonians are currently seeing something the rest of us will glimpse later on: Sony Ericsson Canada’s first integrated advertising campaign. The Walkman W580 is the cutting-edge product that prompted the Toronto-HQ’d company to direct its AOR (Saatchi & Saatchi Canada), media buyer (Media Edge) and PR agency (the iPR Group), all based in T.O., to swing into action.

The handset, which allows users to change songs with the flick of a wrist, is being showcased in Halifax in television, out of home and print ads targeted to music lovers, explains the company’s head of marketing, Jennifer Bromley. ‘We chose a fully integrated campaign to best determine how to build on the growth of the Walkman phone brand and communicate its features to a mass market.’

Most of the integrated campaign will continue in the Nova Scotia capital until the end of September, but the TV spots will conclude in mid-December.