Sony Ericsson unveils its global marketing campaign to launch the eagerly awaited K800 / K790 Cyber-shot™ phone

‘NEVER MISS A SHOT’

5 July, 2006 – London, UK – Sony Ericsson today kicks off its global marketing campaign for the new Cyber-shot™ phone with the launch of ‘Never Miss a Shot’, an action-packed TV commercial starring top female tennis players Ana Ivanovic and Daniela Hantuchova. The commercial goes live online today at www.nevermissashot.com and will be supported by an integrated global press and print campaign, point-of-sale, digital and viral marketing activities.

‘Never Miss a Shot’ focuses on a tennis match across the rooftops and skyscrapers between Ana and Daniela. The game begins when a sunbathing Daniela hears a tennis ball being hit by Ana on an adjacent rooftop; she immediately leaps up from her sun bed, grabs her racket and runs to return the ball, the match begins and a dramatic rally unfolds.

The city’s ‘roof-scape’ becomes the girl’s tennis court as they find themselves leaping from building to building, using the edges of the roofs as a base line and volleying over nets made from roof top advertising signs. A man in a nearby office block talking on his Sony Ericsson Cyber-shot™ phone looks out the window to see Daniela leaping down from the building above; he captures a dramatic image with one click of his phone. The advanced Cyber-shot™ camera module inside the phone means he gets the perfect picture and his colleague can’t believe he missed out on such an amazing photo opportunity.

‘Never Miss a Shot’ will be broadcast in 60, 30, 20, 15 and 10 second ad bursts. The commercial, breaking on TV first in Hong Kong (July 5), will then roll out world-wide over the next three months.

The agency behind the TV advertising is BBH; John Hegarty personally penned the script.

Director, Tom Hooper explains the creative behind the advertising; “This advert is about freedom to do what you want in life, taking away the rules and living it to the full. Tennis is a game normally constrained to a court, we took away those boundaries and let the game go where it wanted.”

Dee Dutta, CVP and Head of Marketing for Sony Ericsson explains “The freedom to be totally mobile, constantly in-touch and able to take and share quality pictures anytime, anywhere, is what the new Sony Ericsson Cyber-shot™ phone is all about. Rooftop tennis is about challenging people’s current perceptions of tennis as a sport bound by courts & nets and at Sony Ericsson we want to challenge consumers to think more innovatively about how they can use their mobile phones. This commercial also celebrates our association as the title sponsor of Sony Ericsson WTA tour"

The Sony Ericsson Cyber-shot™ phone is unique; no other camera phone on the market has an integrated Cyber-Shot™ camera module combining all the features found in a dedicated digital camera. Sony Ericsson’s BestPic™ technology makes sure you quite literally ‘never miss a shot’ by offering nine full quality 3.2 megapixel pictures from one click of the shutter. The camera takes four pictures before and four after the captured image, with all nine captured images displayed as icons on screen so users can scroll through the images and save the best one.

www.nevermissashot.com, the website built to host the online premiere of the advert, will also offer consumers a variety of interactive options including a specially designed ‘Pong’ tennis game where players can chose to be Ana or Daniela and play their own rooftop tennis match. Consumers are also invited to download content featuring all the action of the television commercial.

A second website www.sonyericcson.com/cyber-shot , offers consumers further information on the Sony Ericsson Cyber-shot™ phone. Using a series of ‘missed shot’ examples, the site teaches the consumers how using features such as the Xenon flash and image stabilizer on the Cyber-shot™ phone will ensure they ‘never miss a shot’ again. Consumers are also invited to post up their ‘near miss’ photos in a gallery, and are given a lesson in how the photo could have been better if taken on a new Cyber-shot™ phone.

The print and outdoor advertising campaign builds on the ‘Missed shot/Cyber-shot™ phone’ creative; featuring near miss photographs compared to the perfect shots taken by the Cyber-shot™ phone thanks to it’s Xenon flash, auto focus and other key camera features. These creative executions will be rolling out from July 5 in key Sony Ericsson markets around the World.

Both the www.nevermissashot.com and www.sonyericcson.com/cyber-shot websites go live on July 5.

Cyber-shot™ is a trademark of Sony Corporation.

Notes to Editors
· ‘Never Miss A Shot’ is a six month global marketing campaign supported by a TV, press and outdoor advertising campaign, plus POS, digital and viral marketing activity.
· www.nevermissashot.com and www.sonyericcson.com/cyber-shot were created by Dare Digital.
· The TV commercial was created by BBH (Bartle, Bogle and Hegarty) and directed by Tom Hooper.
· The music featured in the TVC is ‘Girl is on My Mind’ by The Black Keys. NB different in China.
· Biographies for Ana Ivanovic, Daniela Hantuchova and Director Tom Hooper on request

Sony Ericsson Mobile Communications serves the global communications market with innovative and feature-rich mobile phones, accessories, and PC-cards. Established as a joint venture by Sony and Ericsson in 2001, with global corporate functions located in London, the company employs approximately 6,000 people worldwide, including R&D sites in Europe, Japan, China and America.

Sony Ericsson is the global title sponsor of the Women’s Tennis Association, and works with the Association to promote the Sony Ericsson WTA Tour in over 80 cities during the year. For more information on Sony Ericsson, please visit www.SonyEricsson.com The Sony Ericsson WTA Tour is the world’s premier professional sport for women with more than 1,100 players representing 76 nations, competing for more than $58 million in prize money at the Tour’s 64 tournaments in 33 countries.

Any product features, specifications or statements in this document that are not historical facts are forward-looking and involve risks and uncertainties. Actual product features, specifications or forward-looking statements are subject to change.

Try and Buy applications have some limitations. Some software and user guides may not be localised for all markets. Similarly some products may only be supported in certain languages or service coverage may be limited. Some products may be unavailable in certain markets.

Contact Information

Sony Ericsson Corporate Communications

Media Information

Sony Ericsson

Contact via E-mail