Marketing Guidelines for the first truly integrated Sony Ericsson product, the T610

1. THE NEW SONY ERICSSON T610 CAMPAIGN GUIDELINES

2. Introduction 3
Design overview 7
“QuickShare” overview 10
“QuickShare” creative guidelines 12
Above-the-line television overview 16
Above-the-line print overview 18
CONTENTS Above-the-line creative guidelines 22
Online overview 34
Below-the-line overview 38
Below-the-line creative guidelines 41
Below-the-line - teasers 45
Below-the-line - postcards 47
Below-the-line - large point-of-sale 52
Below-the-line - small point-of-sale 61
Below-the-line - consumer literature 68
Below-the-line - product display / dispensers 89
Below-the-line - staff support materials 94
Below-the-line - launch materials / PR & retailer kits 98
Approval process 103
Disks & disk contents 105

3. Simplicity in Form. Simplicity in Function.
This has been the basis from which all development of the new
Sony Ericsson T610 Marketing Campaign took place. It is an
understated idea that is clearly defined once you see and hold the T610.
SIMPLICITY Understated yet bold, a definitive statement about the style and
direction of Sony Ericsson's design language, the T610 campaign has
been designed based on the 'language' of the product.
The T610 / T616 / T618 is Sony Ericsson's first phone to be designed
with Sony Ericsson's new design language and form factor. It also
brings with it a new MMI (Man Machine Interface) and revolutionary
new “QuickShare” functionality. It is these two messages that this
through-the-line campaign is built on, with the design being visually
portrayed and “QuickShare” supporting the message.
3

4. To illustrate the unique character and the benefits of this breakthrough
product, we have used a very strong visual style based on the core
characteristics of the product. In print, we have led with the product
itself, using contrasting moods of 'darkness and light' to reinforce a new
language in product design. This has been consistently executed in all
SIMPLICITY printed materials, including the POS and PR items, as well as in Digital.
Additionally, in the TVC we increase the “QuickShare” benefits with a
consumer takeout of "Pass It On" to illustrate the picture messaging and
built in camera functionality. In all elements, the product is the centre of attention.
The T610 campaign has numerous elements, all built from the same
brief demanding consistency in tone and manner. The strength of this
campaign will be in the unified execution in market, that we can strive
to achieve. Consistency must be paramount throughout the various
consumer contact points.
4

5. Though our advertising message is clear, we have assembled this
manual in order to make sure our brand and product image remain
strong and consistent throughout the world, from region to region.
SIMPLICITY Here you'll find all the information you need to introduce the T610 in your
market. The complete campaign includes TVC spots, print images with
two routes (Style or Technical), Digital, POS and PR materials. Key to this
campaign is the consistency and clarity of one united message. After all,
the power of truly great advertising lies not only in the concept, but also
in the executional details.
Remember, Simplicity in Form, Simplicity in Function, that creates an
extremely visually powerful offering.
5

6. 6

7. The T610, conceived by industrial designer Erik Ahlgren,
BEAUTY contrasts aluminium panels with a deep, lustrous black finish.
The customer can choose from three colour themes that resemble
the elements of nature, caught between darkness and light.
7

8. 8

9. The T610 with “QuickShare” is a powerfully efficient, innovative
PERFORMANCE and easy to use phone that’s perfect for the modern user.
It boasts a built-in digital point-and-shoot camera, extra-large
65,536 colour LCD display and cutting edge picture sharing and
connectivity applications.
9

10. TM THE FASTEST AND EASIEST WAY TO SHARE IMAGES

11. The market is filled with high-performance camera phones that
claim to fulfil your customers’ every need. What sets the T610
QUICKSHARE apart from the rest is “QuickShare”.
“QuickShare” is a combination of cutting-edge imaging features
and applications that are extremely easy to use.
With “QuickShare” you can take a picture and share multimedia
information locally or globally in just a few clicks.
One click activates the camera, just one more and the picture is
taken and saved. Now you’re ready to send the picture anywhere
in the world, or share it locally from one device to another.
11

12. QUICKSHARE LOGO SPECIFICATIONS
The following is the “QuickShare” logo.
The “QuickShare” logo must be reproduced in accordance with the logo
reproduction sheets incorporated in these guidelines.
QUICKSHARE The “QuickShare” logo can be used in both positive and negative imprinting.
The “QuickShare” logo should never be used in combination with other letters,
designs, symbols or logos. It must be used independently.
The isolation zone should conform to the specifications shown below.
h
h
h h
12

13. The size of the “QuickShare” logo is indicated by height (h)
as shown below.
h
QUICKSHARE The colouring of the “QuickShare” logo is not specified. However
it is recommended to use the neutral colour (black/white/grey /silver).
The “QuickShare” logo should be used in a single colour.
LOCATION
The “QuickShare” logo is recommended to be displayed in at least
one place of the “QuickShare” logo products/services.
The “QuickShare” logo is recommended to be imprinted in
package, cover page of the operation instructions, catalogue,
and advertising material of “QuickShare” products/services.
13

14. TYPE STYLE
When referring to “QuickShare” products / services in printed materials,
the word “QuickShare” or “QUICKSHARE” can be used in a plain letter
form (without a space between the letter ‘k’ and ‘s’).
Example of incorrect manner:
Quick Share,
quick share,
QUICKSHARE Quick share, etc.
For the purpose of protection of the “QuickShare” trademark, use
quotation marks or write in bold style or in Italic style. The “QuickShare”
trademark must be handled with proper attention and should never be
used as a generic term. Moreover, when describing “QuickShare”
products/services in printed materials, the generic term is recommended
to be mentioned also in at least one place of the materials.
If “QuickShare” or the “QuickShare” logo is used in printed materials, the
following note should appear at least once. And the “TM” mark is
recommended to be placed on the bottom right of the “QuickShare” logo.
e.g.“QuickShare”and T are trademarks of Sony Ericsson
Mobile Communications. TM
14

15. CORRECT EXECUTIONS
with TM TM
in with
QUICKSHARE TM
INCORRECT EXECUTIONS
TM TM TM
TM
TM TM
15

16. The above-the-line campaign is based on the product truth that the
ABOVE-THE-LINE Sony Ericsson T610 is a distinctively designed phone that optimises
style and function.
TELEVISION CAMPAIGN
The television campaign introduces consumers to the world of the T610.
This incredibly stylish and choreographed world revolves around the
T610 - the way it looks, the way you use it, the way you want to share it.
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18. PRINT CAMPAIGN
The print campaign focuses on both the look and the functionality
of the T610. This very clear dual message of style and substance is
ABOVE-THE-LINE based on the following:
• The inspiration behind the design of the phone is ‘night & day’.
This contrast of light and dark is strongly reinforced by the
reversed black and aluminium background.
• The beauty of the phone’s materials is reinforced by the high
quality photography that makes the most of the highly polished
black and aluminium finish.
• The functional simplicity of the phone - it has “QuickShare”.
18

19. PRINT CAMPAIGN CREATIVE ROUTES
There are two creative routes as follows:
ABOVE-THE-LINE 1. A simple beauty shot of the phone which is designed to work
in large format media and style publications. It leaves you with
the clear impression of the launch of a highly desirable design
and fashion icon.
2. A more informative creative designed to work in intimate media
environments such as newspapers and industry focussed
magazines. This format allows for close-up shots of the
integrated camera, the snap-on flash and other angles of the
phone. The copy explains the simple “QuickShare” functionality.
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22. FONTS
Headline font:
The main headlines are all in Square721 BT, +10 tracking, in white. The size
depends on the type of ad to be produced - see page 28 - Construction.
Body Copy:
All body copy should be set in 8.3pt Square721 BT, with 17pt leading, +10
tracking, ranged left and in 100% Black. The web address which appears at
ABOVE-THE-LINE the end of the body copy is set in the same size.
If you do not have the font available in your territory it must be purchased
from the nearest vendor.
SONY ERICSSON LOGO
Whilst the positioning of the logo should remain proportionate to the
examples included, the rules governing the position of the logo state
that it should sit at least half the diameter of the ball away from any
trim edge or safe area.
22

23. IMAGES
The main image is made of two elements, the background and the handset
Background:
The metallic backgrounds should be scaled to just deeper than the depth of the
advertisement (allowing for bleed) so that the full graduation is displayed.
It should then sit on a rich CMYK black background. e.g. for magazine use
ABOVE-THE-LINE (i.e. 320 UCR), the black breakdown is:
– Cyan: 80%
– Magenta: 70%
– Yellow: 70%
– Black: 100%
This is to emulate the depth of colour on the handset itself when reproduced.
If for a given specification the amount of UCR has to be increased on the
phone image, the black panel should be changed to match.
NB the black should always be the maximum allowed by the specification.
23

24. HANDSET
On a DPS, the proportion of “Metal” to black should be in
the same ratio as on the handset itself (as much as possible),
whilst making sure the handset does not go through the
gutter. See page 28 for more details.
ABOVE-THE-LINE To find an approximate size for the handset, the black portion
of the handset should occupy roughly half of the silver area.
Care must be taken to ensure that the split between the colours
on the handset goes EXACTLY through the split between the
colours on the background.
It sits on the vertical centre of the page.
24

25. SCREENSHOT GUIDELINES
There are a total of 6 screenshots that can be used in the screen of the
phone, 5 can be used in landscape format, all 6 in portrait. These shots
have global usage for one year in all media from the date that they are
first used in a territory.
ABOVE-THE-LINE Below is our recommendation for which landscape screenshot works
best with certain colours of phones. However this is only a recommendation
as we have supplied all images in all colours of phone.
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26. PORTRAIT FORMATS
None of our executions require portrait format screen images, but we
have supplied all screenshots in portrait formats if you have a need to.
ABOVE-THE-LINE
26

27. HANDSET IMAGES
These images can be used in any material used to promote the T610.
They are all cleared for global usage in all media for one year.
ABOVE-THE-LINE
27

28. STYLE PRESS DOUBLE PAGE SPREAD CONSTRUCTION
Try to maintain the same proportion of black and silver on the background
as on the handset itself.
Ensure the left hand edge of the handset is AT LEAST 4mm from the gutter.
Enlarge the “with QuickShare” item until it is AT LEAST 10mm away from the edge.
ABOVE-THE-LINE Ensure the text on the right of the handset is at least 4mm away from it.
This dictates the size of the rest of the headline type on the left.
The left portion of the headline should then be ranged right, again AT LEAST
4mm from the gutter.
The split between the colours of the background must fall EXACTLY down the
colour split on the handset.
Position the web address on the same baseline as
the logo and the same distance away from the
right edge as the “QuickShare” item.
Ensure that there is at least a 4mm space either
side of the gutter. Check with your publication to
see if more space is needed.
28

29. STYLE PRESS SINGLE PAGE CONSTRUCTION
Try to maintain the same proportion of black to silver on the background
as on the handset.
The right edge of the word “QuickShare” should range with the right edge
ABOVE-THE-LINE of the handset. This then dictates the size of the rest of the headline text.
Make sure the wordspace between “T610” and “WITH” is double that of
the rest of the words.
The headline should sit the height of the “QuickShare” logo above the handset.
The web address should sit on the same baseline as the text part of the logo
and the same distance from the right as the ball is from the left.
29

30. TECHNICAL PRESS DOUBLE PAGE SPREAD CONSTRUCTION
Create the ad as for a normal DPS. Except the “WITH QuickShare” line should
be placed away from the handset and away from the colour split, at a distance
equal to the capheight of the headline.
The block of type should sit exactly in between the right of the handset and the
right hand edge.
ABOVE-THE-LINE The “QuickShare” logo, the handset (or the handset with Flash) and the three
views of the handset should all be the same width as the block of copy.
The three handset views should sit on the vertical centre of the main handset.
At the top of the column, there should be a gap the size of the height of the
“QuickShare” logo above and below the handset.
The web address should range right with the right of the copy block.
30

31. TECHNICAL PRESS SINGLE PAGE CONSTRUCTION
Construct the ad as for a Style version, but this time the silver/black ratio is ignored.
To get the type size for the headline, range the text right with the right edge of
ABOVE-THE-LINE the handset, then enlarge the text until the colour split falls in a word space.
The “WITH QuickShare” line should be placed away from the handset and away
from the colour split, at a distance equal to the cap-height of the headline.
Use exactly the same treatment for the right hand side elements as on a DPS
(see previous page).
31

32. CONSECUTIVE SINGLE PAGE CONSTRUCTION
As shown below, achieve a balance between phone size and text size,
ABOVE-THE-LINE as this determines the width of the silver panel, which in turn will
determine the measure of the column of type on the next page.
32

33. CONSECUTIVE SINGLE PAGE CONSTRUCTION
Make the panel width, phone size, and headline type size the same as on
the previous page.
Make the “QuickShare” logo the same width as your text measure.
ABOVE-THE-LINE Start the text the height of the “QuickShare” logo away from the logo itself.
Wrap the copy around the phone, then at the end of the copy, the height
of the “QuickShare” logo away, position the three handset images.
This total panel should then centre within the depth of the ad, as far as possible.
The web address then sits on the same baseline as the SE logo, and
ranged right from the edge of the body copy.
33

34. t-six-ten is a monthly online magazine showcasing the best in mobile
photography. It is initially planned to run from May to September to
cover the build up to the above-the-line launch in September. The site
is flexible and may be continued after September.
HOW DOES IT WORK?
Users (known as ‘image scouts’) register online to compete in monthly
ONLINE photographic challenges. They can upload one entry per month which
is displayed on their t-six-ten personal home page.
The image scouts will be able to vote on the images displayed on the
site and in this way the winners and runners up are selected.
The monthly winner will have their image displayed on the t-six-ten
homepage and will also win a new Sony Ericsson T610.
A new photographic challenge is set each month.
The ten most popular images from each issue will be displayed in the
gallery section of t-six-ten. These images will be made available as
wallpapers and e-cards that can be downloaded and passed on to friends.
34

35. WHAT ELSE DOES IT CONTAIN?
Within t-six-ten is a section that showcases the Sony Ericsson T610.
It covers the form and function of the T610 as well as giving an
ONLINE explanation of “QuickShare”.
This section of the site also contains tips from famous photographers
and Sony Ericsson designers on how to get the most out of the T610’s
built-in camera.
Each issue of t-six-ten will also feature artists reporting on aspects of their
life and showing off their skills with the T610.
GUIDELINES
For any regional adaptations, please contact:
– martin.lundin@sonyericsson.com
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37. 37

38. To assist you in promoting the new Sony Ericsson T610 we
BELOW-THE-LINE have taken the above-the-line campaign and developed it for
below-the-line point-of-sale use.
The beauty and simplicity of the above-the-line campaign has
been retained for the below-the-line campaign and also makes
use of many of the same images.
A wide range of point-of-sale items has been developed for
retail outlets which include training and sales material for staff.
38

39. The point-of-sale fulfils a range of objectives:
• Show the beauty of the phone and give the clear
impression of the launch of a highly desirable design
BELOW-THE-LINE and fashion icon.
• Demonstrate the importance of “QuickShare”.
• Show and explain the features of the phone in a very
simple way.
• Retain a high level of simplicity, clarity and elegance of
design across every item.
• Ensure high levels of visibility and standout in
comparison to competitive point-of-sale.
39

40. SELLING THE T610
When siting point-of-sale items for the T610, attention must
BELOW-THE-LINE always be given to achieving maximum impact with minimum
fuss and clutter.
The T610 is elegant in its form and technological simplicity
and by giving promotional materials space and prominence
these features will shine through.
40

41. SONY ERICSSON LOGO
The symbol and stylised name logo.
The stylised name is reproduced in grey in four colour CMYK.
The symbol, the stylised name and the Sony Ericsson logotype
should be surrounded by ample clear space. At the very least, other
BELOW-THE-LINE elements must be kept out of the isolation zone indicated here:
Height - At least half the height of the symbol
Width - At least half the width of the symbol
Wherever possible please position the logo on a black background.
N.B. No attempt should be made at any time to redraw any element
of the Sony Ericsson identity.
41

42. OPERATOR LOGOS
These will be determined by which ever local market operator
is working with Sony Ericsson. Operator logos should
be visually aligned to the centre of the Sony Ericsson logo.
The operator logos should never appear larger than the
Sony Ericsson logo.
BELOW-THE-LINE HEADLINE
Headline is set in Eurostile regular and should appear in one
of the following ways:
- White on black
- Black on silver
- Black on white
Please set headline to the scale illustrated.
BODY COPY
Body copy is set in Helvetica Neue Roman and should appear
in one of the following ways:
- Black on silver
- Black on white
- 40% black (CMYK) or PMS Cool Grey 6 on white
Please set body copy to the scale illustrated.
42

43. BACKGROUND
The background is created in black (100K) and a
high-resolution silver image (supplied). When the T610 is
placed on the silver background the flare/glow on the
BELOW-THE-LINE background must always appear from behind the T610.
The texture of the background should run horizontally
wherever possible. In some cases where it is not possible to
run the texture horizontally e.g. portrait banner, the texture
may run vertically.
Red and blue backgrounds are also supplied for use with
the red and blue versions of the T610. The red and
blue versions of the T610 should always appear with their
respective background colour.
43

44. SCREEN IMAGES
There are six supplied images that may be used on the
screen of the T610. No other images may be used without
BELOW-THE-LINE prior approval*.
SIZES
When producing the following items please ensure the T610
is printed actual size:
- Shelf wobblers
- “QuickShare” booklet
- Staff sales prompt booklet
*Additional images will be supplied from the TVC based on
key approved frames
44

45. TEASERS

46. FILENAME Teasers
SIZE 210 (W) x 420 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS
COLOUR CMYK 46

47. POSTCARDS

48. FILENAME Postcards_Set1
SIZE 148 (W) x 105 (H)
M AT E R I A L 350gsm / GLOSS
COLOUR Front - CMYK. Back - Pantone Cool Grey 6 CV 48

49. POSTCARDS_SET1 APPROVED COPY
POST CARD1 POST CARD4
WHY WAIT WHEN THERE’S QUICKSHARE Elegantly conceived and stylishly simple, the T610 contrasts aluminium panels with a
Aluminium panels, contrasted with a deep, lustrous black finish. deep, lustrous black finish. And with its large screen, digital camera and easy-to-use
The T610 is elegantly conceived and stylishly simple. And with its large screen, imaging features, the T610 is visually powerful however you look at it.
digital camera and easy-to-use imaging features, the T610 is visually powerful www.t-six-ten.com
however you look at it.
www.t-six-ten.com
POST CARD2 POST CARD5
WHY WAIT WHEN THERE’S QUICKSHARE WHY WAIT WHEN THERE’S QUICKSHARE
QuickShare is the fastest and easiest way to share images. Elegantly conceived and stylishly simple, the T610 contrasts aluminium panels with a
One click activates the built-in digital camera. Just one more and the deep, lustrous black finish. And with its large screen, digital camera and easy-to-use
picture’s yours. Now you’re ready to send it around the world in seconds. imaging features, the T610 is visually powerful however you look at it.
www.t-six-ten.com www.t-six-ten.com
POST CARD3 POST CARD6
The new Sony Ericsson T610 WHY WAIT WHEN THERE’S QUICKSHARE
The built-in digital point-and-shoot camera takes crystal-clear pictures in true-to-life colour.
The T610 with QuickShare is a powerfully efficient, innovative and easy to use phone Activate the camera and take a picture in just two clicks, then send it around the world in seconds.
that’s perfect for the modern user. It boasts a built-in digital point-and-shoot camera,
extra-large 65,536 colour LCD display and cutting edge picture sharing and www.t-six-ten.com
connectivity applications. Elegantly conceived and stylishly simple, the T610 contrasts
aluminium panels with a deep, lustrous black finish.
WHY WAIT WHEN THERE’S QUICKSHARE
49

50. FILENAME Postcards_Set2
SIZE 148 (W) x 105 (H)
M AT E R I A L 350gsm / GLOSS
COLOUR Front - CMYK. Back - Pantone Cool Grey 6 CV 50

51. POSTCARDS_SET2 APPROVED COPY
POST CARD1 POST CARD4
The new Sony Ericsson T610 Elegantly conceived and stylishly simple, the T610 contrasts aluminium panels with a
The T610 with QuickShare is a powerfully efficient phone that’s perfect for the modern deep, lustrous black finish. And with its large screen, digital camera and easy-to-use
user. With built-in digital camera, large 65,536 colour display and cutting edge picture imaging features, the T610 is visually powerful however you look at it.
sharing applications, you can take and share images fast. www.t-six-ten.com
www.t-six-ten.com
POST CARD2 POST CARD5
The new Sony Ericsson T610 Elegantly conceived and stylishly simple, the T610 contrasts aluminium panels with a
The built-in digital point-and-shoot camera takes crystal-clear pictures in true-to-life deep, lustrous black finish. And with its large screen, digital camera and easy-to-use
colour. Activate the camera and take a picture in just two clicks, then send it imaging features, the T610 is visually powerful however you look at it.
around the world in seconds. www.t-six-ten.com
www.t-six-ten.com
POST CARD3 POST CARD6
Elegantly conceived and stylishly simple, the T610 contrasts aluminium panels with a QuickShare is a combination of cutting-edge imaging features and applications that are extremely
deep, lustrous black finish. And with its large screen, digital camera and easy-to-use easy to use. With QuickShare you can take a picture and share multimedia information locally or
imaging features, the T610 is visually powerful however you look at it. globally in just a few clicks. One click activates the camera, just one more and the picture’s yours.
www.t-six-ten.com Now you’re ready to send your picture anywhere in the world, or share it locally from one device to
another. QuickShare starts with the camera that’s built-in to your phone. Where it ends is up to you.
www.t-six-ten.com
51

52. LARGE POINT-OF-SALE

53. FILENAME Corner Poster
SIZE 594 (W) x 420 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS
COLOUR CMYK 53

54. FILENAME Vertical Banner FILENAME Horizontal Banner
SIZE 148 (W) x 630 (H) (Can be scaled to size required) SIZE 630 (W) x 148 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS M AT E R I A L 150gsm / GLOSS
COLOUR CMYK COLOUR CMYK 54

55. FILENAME Point_Shoot_See_Poster FILENAME Point_Shoot_Share_Poster
SIZE 297 (W) x 210 (H) (Can be scaled to size required) SIZE 297 (W) 210 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS M AT E R I A L 150gsm / GLOSS
COLOUR CMYK COLOUR CMYK 55

56. FILENAME Quickshare_Poster_Combo FILENAME Quickshare_Poster_PDA
SIZE 210 (W) x 297 (H) (Can be scaled to size required) SIZE 210 (W) x 297 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS M AT E R I A L 150gsm / GLOSS
COLOUR CMYK COLOUR CMYK 56

57. FILENAME Quickshare_Poster_PC FILENAME Quickshare_Poster_Printer
SIZE 210 (W) x 297 (H) (Can be scaled to size required) SIZE 210 (W) x 297 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS M AT E R I A L 150gsm / GLOSS
COLOUR CMYK COLOUR CMYK 57

58. FILENAME Quickshare_Poster_Bluetooth FILENAME Modular_Bunting_CubeSides
SIZE 210 (W) x 297 (H) (Can be scaled to size required) SIZE 120 (W) x 120 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS M AT E R I A L 150gsm / GLOSS
COLOUR CMYK COLOUR CMYK 58

59. S U G G E S T E D C U B E C O M B I N AT I O N S FILENAME Modular_Bunting_CubeSides
SIZE 120 (W) x 120 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS
COLOUR CMYK 59

60. S U G G E S T E D C U B E C O M B I N AT I O N S FILENAME Modular_Bunting_CubeSides
SIZE 120 (W) x 120 (H) (Can be scaled to size required)
M AT E R I A L 150gsm / GLOSS
COLOUR CMYK 60

61. SMALL POINT-OF-SALE

62. FILENAME Point_Shoot_Share_Wobbler_1
SIZE Produce with phone scaled to actual size
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK 62

63. FILENAME Point_Shoot_Share_Wobbler_2
SIZE Produce with phone scaled to actual size
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK 63

64. FILENAME Linked_Wobbler
SIZE Produce with phone scaled to actual size
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK 64

65. FILENAME Flash_Wobbler FILENAME Smile_Wobbler
SIZE Produce with phone scaled to actual size SIZE Produce with phone scaled to actual size
M AT E R I A L 200gsm / Plastic Coated M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK COLOUR CMYK 65

66. FILENAME Button Barker
SIZE 420 (W) x 40 (H)
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK
FILENAME Side_Barker
SIZE 420 (W) x 40 (H)
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK
FILENAME Side_Wobbler
SIZE Produce with phone scaled to actual size
M AT E R I A L 200gsm / Plastic Coated
COLOUR CMYK 66

67. FILENAME Door_Sign_1
SIZE 315 (W) x 100 (H)
M AT E R I A L 350gsm / Plastic Coated
COLOUR CMYK
FILENAME Door_Sign_2
SIZE 315 (W) x 40 (H)
M AT E R I A L 350gsm / Plastic Coated
COLOUR CMYK
67

68. CONSUMER LITERATURE

69. FILENAME Circular Leaflet
SIZE 112 (W) x 120 (H)
M AT E R I A L 200gsm / GLOSS
CMYK
Circular Leaflet
COLOUR 69

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80. 80

81. FILENAME Quickshare_Leaflet
SIZE 44 (W) x 102 (H)
M AT E R I A L 200gsm / GLOSS
COLOUR CMYK 81

82. FILENAME Retail_Flipchart
SIZE 297 (W) x 210 (H)
M AT E R I A L 200gsm / GLOSS
COLOUR CMYK 82

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87. 87

88. 88

89. PRODUCT DISPLAY / DISPENSERS

90. FILENAME Leaflet_Dispenser/Product_Stand
SIZE 120 (W) 460 (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board / 440 Micron Clear PVC
COLOUR CMYK / Special Silver 90

91. ACRYLIC LID
LEAFLET CAP
PVC / ACRYLIC COVER
DISPLAY BOARD PHONE STAND
BATTERY POWERED
ROTATING MOTOR
POSTAL PORT
PRINTED PVC
ROTATING MOTOR
CABLE
LEAFLET DISPENSER
ROTATING MOTOR
BATTERY
FILENAME Leaflet_Dispenser/Tech_Drawing
SIZE 120 (W) 460mm (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board / 440 Micron Clear PVC
COLOUR CMYK / Special Silver 91

92. CAN BE USED FOR:
- Real Product
- Dummy Phone
- Quickshare Leaflet
FILENAME Mirrored_Product_Stand
SIZE 297 (W) x 210 (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board / 3mm Plastic Mirror Board
COLOUR CMYK 92

93. 297mm
70mm
Plastic Mirror
Phone Holder
(Cut into box)
130mm
140mm
Display Board Structure
297mm
135mm
Litho Printed Folding Box Board Cover
FILENAME Mirrored_Product_Tech_Drawing
SIZE 297 (W) x 210 (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board / 3mm Plastic Mirror Board
COLOUR CMYK 93

94. STAFF SUPPORT MATERIALS
94

95. FILENAME Badges FILENAME Pendant
SIZE Large - 50 (W) 35 (H) Small - 60 (W) 14 (H) SIZE 8.8 (W) 20.4 (H) (to same scale/shape as phone)
M AT E R I A L Aluminium / Stainless Steel M AT E R I A L Aluminium / Stainless Steel
COLOUR CMYK / Black on Silver COLOUR Black on Silver 95

96. FILENAME Staff_Sales_Prompt
SIZE 44 (W) x 120 (H)
M AT E R I A L 300gsm / GLOSS
COLOUR CMYK 96

97. 97

98. LAUNCH MATERIALS -
PR & RETAILER KITS

99. FILENAME Launch_Box
SIZE 427 (W) x 374 (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board
COLOUR CMYK / Special Silver 99

100. CD OVERVIEW
PHONE
PEN
100

101. DESIGN BOOKLET
CAMPAIGN OVERVIEW
CIRCULAR BROCHURE
101

102. Sony Product Box
FBB covering. FBB Fitting for phone. FBB Fitting for pen.
Display board inner
Layer of display board Empty space. White centered.
at the top.
Display board.
Lid Box
Dimensions: Litho Printed. Total Dimensions:
Box insert 300mm h, 352mm w and 423mm d. Depth: 304 mm
Fitting for phone 5mm insert, 140 mm wide and 40mm deep. Width: 427 mm
Fitting for pen 5mm depth, 140mm long and 12mm wide. Height: 40 mm
FILENAME Launch_Box_Tech_Drawing
SIZE 427 (W) x 374 (H)
M AT E R I A L 2000 Micron Display Board / 440 Micron Folding Box Board
COLOUR CMYK / Special Silver 102

103. APPROVAL PROCESS

104. Sony Ericsson has secured approval for the look, layout and
graphics that you have received with all the partners involved.
We will work closely with you to facilitate local adaptations
CONTACTS whilst ensuring global consistency is retained.
For more information please contact:
– Mat Hayward Creative Director, Global Marketing
E-mail: mathew.hayward@sonyericsson.com
Telephone: +44 208 762 5857
– Takuya Kawagoi Art Director, Global Marketing
E-mail: takuya.kawagoi@sonyericsson.com
Telephone: +44 208 762 5856
104