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
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Marketing Executive Stopgap £28000 - £34000 per annum, London
- Account Manager createselect Up to £28K pa, depending on experience, London (Central), London (Greater)
- Account Director Aspire £55000 - £65000 per annum, London
- What the end of Page 3 means for advertising
- Havas partners with Facebook's Atlas for multi-device ad targeting
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood