Sony Mobile to push 'one-touch sharing' concept
Sony Mobile is to shift from its 'Made of imagination' positioning as it aims to push the near-field communication (NFC) credentials of its smartphones.
It will launch a worldwide TV campaign this Friday (7 September) that demonstrates how its devices can be used to share music and images and introduces the tagline ‘One-touch sharing’.
Sony unveiled NFC-enabled headphones and speakers last week at the IFA technology convention in Germany.
Sony Mobile UK, Ireland and Netherlands marketing director, Catherine Cherry, said the campaign will use the ‘One-touch sharing’ line to avoid confusing consumers by focusing too much on the technology behind the phones.
Cherry added the 'made of imagination' concept will remain, but the tagline itself will have far less prominence in advertising.
Another TV ad showcasing image-sharing will launch next month, and coincide with activity promoting the appearance of its upcoming Xperia T smartphone in Skyfall, the next James Bond movie.Follow @mattchapmanuk
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Publicity Manager (PR) - World Leading Charity - Central London Ninesharp £38000 - £50000 per annum + Benefits, City of London
- Marketing Analysis Manager Ninesharp £35000 - £40000 per annum + Benefits, City of London
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review
- Instagram partners with Omnicom to launch ad service in the UK
- Hovis appoints Mother to ad account