This paper is about how the combination of timing and targeting of advertising made a big difference to its effectiveness. By bravely advertising significantly after the launch of its T610 camera phone, Sony Ericsson created the must-have phone of 2003. It challenged traditional handset launch advertising, by ignoring Early Adopters and instead targeting the Early Majority. This approach didn't just pay back the investment, it created a degree of effect that beat all the norms. It was effective and efficient