It is no surprise that the campaign for the new AU A1404S features Yuki. This Sony Ericsson phone comes in 3 colors (black, green, and pink) and you can change from one Style-Up® themed panel to another on the cover of the phone.
The slogan “Play!” reflects this constant need for change typical to teenage girls in Japan and elsewhere. And of course, “play” also refers to music, as you can listen to music with this phone. But don’t hope for too much: it is not an MP3 player, but merely an FM radio. Better than nothing?
Yuki could be defined as the “Japanese Björk”, in that she changes her appearance with every single, and that her videos are often very graphical and original (and often very much inspired by those of Björk, actually). Hint to the various covers and styles of the A1404S.
Yuki is very popular in Japan, especially among girls. But that could not be enough to sell the A1404S, so they played the “kawaii! factor” and added a cute rabbit too. The message becomes then “Pimp my phone as often as I pimp my rabbit, so they always match!”, which is just plain strange, but will surely itch a lot of the Shibuya girls out there.
Also, don’t forget DoCoMo’s Lechiffon was released recently with not much in it. It’s being advertised heavily this week in Harajuku Station, and it is certainly the best time for AU to surf the ribbon trend and introduce their own pimped up “kawaii” ketai.
And of course, Yuki -> Music -> A1404S… No need to be a genius to understand the link between a music player and a J-Pop singer.
- 0.32 megapixel CMOS camera
- 107 gram
- 48*93*24 mm
- 2.3″ QVGA display (240×320)