For the launch of its new Xperia Z3 and Xperia Z3 Compact handsets rolling out globally this week Sony Mobile is demanding great with a new ad campaign from adam&eveDDB and DigitasLBi.
The ‘Demand Great’ campaign encourages consumers not to compromise, showcasing the details between a ‘good’ smartphone and a ‘great one’.
Louise Forbes, director of product marketing creation, Sony Mobile Communications, explained: “Sony Mobile’s Xperia Z3 series is for people for whom ‘good’ isn’t good enough. This campaign taps into the passion of those people who refuse to settle, and ‘demand great’ from their smartphone or tablet.”
Running across TV, print, digital, online, social, retail and beyond under the tagline ‘Don’t settle for good. Demand great’ the campaign aims to highlight the product benefits of the new range.
A 60-second film, created by adam&eveDDB, heroes the Xperia Z3’s ability to take photos in low light, dramatising this by following a group of snowboarders as the descend a mountain in complete darkness performing a light-show on the way down.
As part of the integrated campaign DigitasLBi has developed branded content featuring real life stories of individual who have used the Xperia Z3 to help them ‘Demand Great’ which will be distributed across social channels in more than 30 markets, focusing on Facebook, Twitter and Instagram.
The campaign film will roll out in more than 20 markets globally following an online debut. Shot in Argentina by Peter Thwaites various shorter length films and print media, each highlighting specific product benefits, will support the 60-second cut.
LA-based special effects studio Legacy designed and produced the light-show featured, with London Grammar’s ‘Night Call’ providing the soundtrack.