Siemens in Italian stunt for 3G phone

Siemens Mobile will base the October global launch of its 3G mobile phones on iconic film The Italian Job - famous for its gripping car chase scenes - by sending journalists on missions around Turin in Minis.

It has handed existing agency Weber Shandwick the six-figure consumer and trade brief, secured in a head-to-head pitch against Germany-based Oliver Schrott Kommunikation.

'We want to allow journalists to discover what these phones do for themselves.

They will have the opportunity to create content for the phones on their missions, which may be used as advertising at a later stage,' said WS deputy consumer head Matt Neale.

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