Sony Ericsson in Helena 'cards' ad

Sony Ericsson has signed up supermodel Helena Christensen for the launch of what it claims are the first mobile phone Christmas cards.

The MMS picture cards, created by Christensen, will be available from www.theartofimaging.com for all camera phone users to download and then personalise with voice, text or music before sending them.

The cards are being used as part of a promotional push for the S700i, which Sony Ericsson claims is the most advanced camera phone on the market.

It is running heavyweight outdoor activity in major conurbations nationwide to back the handset.

Sony Ericsson UK head of marketing Ben Padley says the Christmas campaign is the latest phase of its strategy of establishing itself as leader in the camera-phone market. It is supporting this activity with its biggest spend, significantly more than the £6m it spent last year.

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