Motorola converted London's skyline yesterday into a series of giant mobile phones in a marketing stunt to launch its new SLVR mobile phone.
The light show across some of London's tallest buildings - including the old London Stock Exchange, the Lloyd's Bank building, Tower 42, Deutsche Bank and the old Barclays headquarters - projected images of the new phone onto their surfaces.
The stunt was designed to attract public and media attention to the new Motorola SLVR - a 11.5mm thick mobile phone - which follows on from the phone manufacturer's RAZR phone.
The phone includes a camera, video capture, MP3 player, polyphonic speakers and Bluetooth connectivity.
The promotion was organised by Cake Media, which will undertake similar projects in Berlin, Paris and Chicago to launch the phone.
Cake Media had to obtain permission from each building owner for the promotion, but no other planning permission was needed.
A TV and press campaign by Abbott Mead Vickers BBDO will follow.
Cake Media recently released a viral advert for Agent Provocateur lingerie on to the internet. The suggestive advert was directed by award-winning director Mike Figgis and downloaded by more than 400,000 people.
Cake also does PR and live events for Ben & Jerry's, Carling and Reebok.
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