Sony Mobile repositions brand around 'Extraordinary Everyday'

Sony Mobile has launched a major new brand campaign, in a bid to boost awareness and rejuvenate sales.

Sony Mobile: restyling its marketing around customer testimonials
Sony Mobile: restyling its marketing around customer testimonials

The brand has put customers at the centre of its new campaign, which highlights features on its Xperia range of smartphones, such as two-day battery life and the waterproof design.

The ad features four real Xperia owners in different settings across Barcelona – a café, underwater and a fantasy game – talking conceptually about device features.

The campaign will run on outdoor and in retail, but the focus is largely on digital, with the ad airing on YouTube. Sony has bought YouTube pre-roll and VOD space to show off seven 20-second shorter films which show off other Xperia features.

The campaign comes after Sony reported an operating loss of 215 billion yen (£1.2bn) for its mobile division for the full financial year up until March. The company plans to cut 2,100 jobs in its mobile arm by March next year.

Sony Mobile’s chief commercial officer, Dennis van Schie, said: "We had a very positive response at Mobile World Congress to our new communications approach and we are excited to launch this bold and differentiated creative platform to our customers.

"It truly celebrates customers by putting them at the heart of how we communicate, and showcases the immersive and creative experiences that our best in class products deliver, putting the power in their hands to discover the extraordinary in the everyday."  


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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