Release Issued by Sony Ericsson:

Sony Ericsson Announces Major Media First with Bauer Media’s FHM

London 30th October, 2008: Sony Ericsson today announces an advertising media first as they team up with Bauer Media’s FHM to create the first magazine campaign entirely shot on a mobile phone camera, in order to promote the new Sony Ericsson C905 Cyber-shot™ handset.

The five-figure deal sees the phone camera creative advertorials run in the December 2008 issue of FHM, for sale on 30th October, to target the Christmas shopping season.

The Sony Ericsson C905’s unique selling point is its ability to reproduce high quality prints at any size, further blurring the line between digital camera and mobile phone. Bauer Media developed the creative idea to put the product to the test for the advertorial and set up a photography shoot using professional lighting, models, hair, make-up and an expert fashion photographer - the twist being that the shot was taken on a Sony Ericsson C905 Cyber-shot™ mobile phone.

David Hilton, Marketing Director, Sony Ericsson UK & Ireland said: “This is an amazing opportunity for us show off the capabilities of our new phone. The audience and timing of this campaign is perfect for generating a buzz within the gadget-mad young men of Britain, just as their Christmas wish lists are being created.”

Mark Stephens, Creative Director - Bauer Media, said: “We are delighted to be working with Sony Ericsson on this groundbreaking advertorial creative. The final creative speaks for itself and illustrates perfectly the amazing capabilities of the Sony Ericsson C905 . The FHM audience are passionate about new technology and this campaign will certainly catch their eye!”

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