Our special insert add was aired nationwide and consisted of a folded creative piece glued on a regular page of the magazine. As the reader unfolded it, the product´s features appeared. When completely opened, he could see a high quality photo enlargement, demonstrating the product´s selling point.

This specific add was part of a larger Christmas sales effort. It generated high interest among the target and by the end of the year, the C905 was already out of stock. Quarterly Sony Ericsson´s research results showed significant growth in Brand Builder related measurements:- Image Leader – 50% to 58%- Innovative Brand – 46.5% to 52%- High Quality Products – 49% to 53%- Trendsetter – 45% to 50%