Early this year Sony Ericsson released their first mobile phone to feature Windows Mobile, and brought Dennis Publishing in to promote the functionality of this new handset. The brief they set was the challenging task of getting the phone into the hands of their consumers, creating a media experience where our readers and their potential customers could see the handset and engage with their new, innovative operating system Timescape.

'Place the phone in the user's hands' and explain how its social media functionality works in a real world setting.

Our challenge was to 'place the phone in the user's hands' and explain how its social media functionality works in a real world setting. To do this we created an integrated content solution in iGizmo (the world's first interactive gadget magazine) using video rich media and flash design to create an image of the handset which could spin 360 degrees and showcase the "unique human curvature design". To showcase the functionality of the social networking and media storage application we created a video, featuring the editor of I-Gizmo, using the device.

The execution showed how the Xperia's Timescape technology brings the communication universe together in one place, namely by delivering a convenient, chronological and automatically updated live feed direct to your mobile from all your social media sites including Twitter, Facebook, Bebo and MySpace. Using the authority of our editor combined with the skill of our video team we created a truly outstanding communication. The commercial success was evidenced by a whopping 10.2% CTR to see for yourself please visit http://issue.igizmo.co.uk/1E4bc8748094776012.cde

"The launch of the X10 was a challenging brief as we were communicating a new function without being able to put the phone in readers' hands. I-Gizmo came up with a great response to the brief, involving flash animation to show off functions and a video using their Editor to explain how he uses Timescape to keep up with friends. The client and MEC team were very pleased with how the campaign was managed from start to finish and the final piece fitted the brief perfectly, giving Timescape and X10 credibility through perceived editorial endorsement." Susannah Zakerian MEC