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Brighton based interactive design agency, Getfrank, and A-Vision, have
created a futuristic, emotion-based online communicator to support the
marketing campaign for Sony's hugely successful w.ear range of headphones.

Building on the phenomena of text messaging and chat rooms, Getfrank
conceived the communicator tool as the ideal means by which to reach w.ear's
target market of fashion conscious, mobile phone using teenagers aged 15-19.

The w.ear //communicator marks some of Getfrank's most creative and original
work to date. By using Macromedia Shockwave technology to provide
emotion-based instant messaging functionality, the company has developed a
site which allows users to chat online and invite friends to join them for a
gossip in a private environment.

The content of each message can be infused with emotion, using a blend of
animation, sounds, images and colours to create a unique and absorbing chat
interface and communication medium.

The w.ear //communicator recognises symbols such as happy faces made from
punctuation marks amongst the text, automatically giving the message an
exultant theme with pleasant sounds, animation and images. Equally, angry or
unhappy emotions can be expressed using the w.ear //communicator's options
to add rain or melancholy sounds to the message.

Iain Davidson, Senior Producer of Getfrank, said: "People are used to
chatting online and sending text messages, and are always looking for new
ways to introduce feeling to the experience. We have now created a tool
which can do that online, capitalising on the market which currently sees
one billion text messages sent each month."

Fergus Jackson, Project Manager at A-Vision, commented: "With the youth
market voraciously assimilating technology such as mobile phones and texting
into their lives it is clear that new routes of communication are very
important to them. We are very excited about the w.ear //communicator and
are confident that it will become an important part of our target audiences
life and prove to be a valuable marketing tool for Sony."

Nick Maughan, Product Manager of Sony Personal Audio, said: "Sony w.ear
headphones offer something different. They give consumers the opportunity to
change the colour of the clip depending on their mood. We wanted to create a
website that reflected this emotive concept and give consumers a way of
communicating different messages. We feel confident that the //w.ear
communicator will create great awareness for w.ear."

For further information, please contact:

Anna Greenaway/Stephen Green
Midnight Communications Ltd.
Tel: 01273 666200
E-mail: anna/

Notes To Editors


Getfrank is a digital design studio specialising in the design and
development of cross-platform digital media. A fast growing independent
company, Getfrank was founded in 1999 and has since won the accolade of Best
Online Marketing Campaign for its work for leading record label, EMI, in
both 2000 and 2001.

Getfrank offers solutions which help organisations communicate effectively,
whether in an entertainment, marketing, brand development, strategic or
information context. The company's team of exceptionally talented and highly
experienced individuals have delivered high-quality solutions to clients
including Channel 4, RCA, Sony and the Strategic Rail Authority.


A Vision is a brand consultancy which is rooted in a deep understanding of
culture. Founded in 1994 and comprises an eclectic group of people from
various disciplines including agency, client, TV, publishing, and research.
A Vision creates Rewarding Brand Experiences (RBEs) -
branded programming (TV / radio), print (books / magazines), events (spaces,
workshops, 3D installations, exhibitions) & digital (web, ROMs etc ). In
short branded spaces in any environment which
reward people for spending time with them.

"Tell me and I may forget, show me and I may remember, involve me and I will


Sony is a registered trademark of the Sony Corporation Japan.

This press release was distributed by ResponseSource Press Release Wire on behalf of Midnight Communications in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit