This paper explains that in order to sell more phones and to differentiate itself from other market players, Sony Ericsson decided to brand their communication in a different way. Working on the theory that 'to do is to learn', they devised a 'Participative Branding' model, going deeper than the visual branding tried elsewhere. Communication invited people to have a go. As a result of the campaign, Sony Ericsson gained market share, moving from 5th to 4th and brand loyalty increased from 37% to 43%. The new approach was endorsed by the Networks with satisfaction increasing by 10% and satisfaction with advertising and marketing increasing by 12.5%. Overall, communications payback was £2.7 profit for every £1 spent