Brief:Establish the new Sony Ericsson XPERIA arc smartphone as the best full featured entertainment smartphone, with great screen qualities.

Soulution:We re-positioned the smartphone as “The worlds smallest Sony Bravia Flatscreen” instead of beeing just another android smartphone. As part of the campaign we designed new mini format flatscreen-TV packaging when announcing the new XPERA arc to media & journalists. We re-packaged the phones exactly like large Flatscreen TV’s are packaged.

Results100% of all articles featured the great screen qualities as the top feature. The new mini flatscreen package was recieved with great response and positivity, with journalists even posting their own unpacking videos at YouTube.