This week, Sony will be launching its marketing campaign worldwide in order to introduce its Xperia smartphones to consumers for the first time.
The massive global campaign from Sony Mobile Communications is the start of its return into the mobile phone marketplace and underscores the connected entertainment experience with Sony that is enhanced by these new devices.
The campaign itself has been entitled “Made of Imagination” and will begin on Saturday, March 24, starting with a 60 second commercial that was directed by Wes Anderson; who was nominated for an Academy Award. The commercial will mark the start of the full campaign, which will be implemented across many channels, including television, digital, print, and out-of-home retail. It is expected to continue throughout the rest of the year.
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According to the Sony Mobile Communications chief marketing officer, Steve Walker, the new Xperia smartphone devices will be the foundation of the complete entertainment experience at Sony, and “we wanted to create a campaign that is true to Sony, one that is unique, memorable and sparks consumers’ curiosity and imagination.”
Walker went on to explain that this new campaign will show consumers that the new smartphones aren’t simply a matter of “microprocessors and memory chips”, but that they have been designed to allow their owners to use their full imagination and creativity for a complete, interesting, and exciting connected experience.
The worldwide campaign was created with agency partners McCann Worldgroup, PHD and LBi and is designed to express the unique way in which Xperia approaches entertainment.