With the same investment of money we would have spent in a normal ad, we decided to make it in a completely different way. We turned the X10 phone into a Soho magazine, #1 in sales in Colombia, that publishes sexy pictures of the most desired actresses and models.The magazine accepted the challenge of publishing one edition, in a format identical in shape and size to our X10 (11.8 cm x 6.5cm) with pictures and exclusive content that would not be included in the regular edition with distribution at the national level.Who wouldn’t like to have the mini SohoX10? Not every day can men take along the most erotic magazine with the coolest camouflage: A Sony Ericsson Xperia X10.

60,000 mini SohoX10 magazines reached the hands of all readers, who are potential consumers of the phone.For the price of one magazine ad (US$30,000) we made the 60,000 copies get in the hands of men in all of Colombia.We made that many men in a market where BlackBerry is the leader, consider the X10 as a Smartphone.