Sony Ericsson K800i Cyber-shot debuts with global campaign

The new Sony Ericsson K800i, the first handset to carry the Cyber-shot brand, has begun shipping worldwide, 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 has gone live online at www.nevermissashot.com. A second website, www.sonyericcson.com/cyber-shot, offers consumers further information on the Sony Ericsson Cyber-shot phone.

The launch of the new Sony Ericsson phone is supported by an integrated global press and print campaign, point-of-sale, digital and viral marketing activities.

The Sony Ericsson K800i Cyber-shot phone takes digital imaging in camera phones to a new level. It integrates a 3.2-megapixel Cyber-Shot camera module with Autofocus, Xenon Flash and red-eye reduction.

Sony Ericsson’s unique imaging technology, BestPic, ensures that users literally "never miss a shot" by allowing them to take 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 displayed as icons on screen. Users can then scroll through the images and save the best one.

The K800i Cyber-shot phone supports high-speed data transfer for sharing high-quality images and video, plus direct printing via USB cable using PictBridge.

The phone comes packaged with Adobe software for managing images on the PC and offers fully integrated mobile picture blogging, enabling users to access personal Internet blogs in just a few clicks.

In the fascinating TV commercial launching the phone, "Never Miss a Shot" focuses on a tennis match across the rooftops and skyscrapers between Ana Ivanovic and Daniela Hantuchova. 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.

www.nevermissashot.com, the website built to host the online global premiere of the television commercial, also offers consumers a variety of interactive options including a specially designed "Pong" tennis game where players can choose 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 commercial.

The second website, www.sonyericcson.com/cyber-shot, offers visitors more ideas on the Cyber-shot phones’ various capabilities. 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 on how the photo could have been better if taken on a new Cyber-shot phone.