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Being more than just the latest product

Client: Sony Ericsson
Brand: Sony Ericsson

With a range of new Walkman® music phones in production, Sony Ericsson needed to find a way to compete with the all-powerful iPhone. How could the brand bolster its music credentials amongst youth and increase active choice in advance of the launch?

The Extraordinary Idea: Create a naturally contagious cultural asset — the world’s first mobile music programme. Fun, irreverent, downright rude and instantly downloadable to your phone.

PocketTV created such a huge audience (over 10 million), that Channel 4 bought the format from Sony Ericsson to be aired on T4.

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