Sony Mobile Communications (‘Sony Mobile’) has unveiled a global integrated marketing campaign for its Xperia smartphones range marking significant global investment.
The integrated campaign, debuted at Mobile World Congress in Barcelona, will be deployed in over 20 markets across TV, print, digital, out-of-home and retail from March 2013.
The creative from McCann London features a selection of Sony’s much-loved past products including walkman’s and hand-held video cameras, reflecting upon the consumer experience that Sony products deliver.
“Our latest campaign celebrates Sony’s proud heritage of innovation and how the brand continues to touch the lives of people around the world,” said Steve Walker, chief marketing officer at Sony Mobile.
“The launch of our new flagship Xperia Z smartphone marks a milestone as it truly brings together the innovative Sony technology, entertainment and connected experiences into a single device.”
Directed by Tarsem Singh, the campaign takes consumers on a colourful journey to the Holi festival in India. As coloured powders and water are a mainstay of the celebrations it was picked as the perfect location to showcase the water and dust resistant design of the Xperia Z smartphone. The ad is set to the soundtrack of David Bowie’s aptly titled ‘Sound and Vision’, remised by Sonjay Pabhakar.
“The Xperia Z has one of the most incredible screens you can think of for today,” commented Singh. “It really records colour vividly and this festival of Holi is about as vivid as you can get.”