Sony Mobile introduces Be Moved strapline
Sony Mobile has introduced a new strapline, 'Be Moved', as it seeks to align its marketing into the group's overall communications strategy.
The mobile division of Sony launched its Xperia range in March with the strapline, 'Made of Imagination', in a high-profile ad campaign directed by Wes Anderson, The strapline was phased out in later activity.
A Sony Mobile spokeswoman said the new 'Be Moved' line will be used as a "long-term campaign platform" to better fit with the company's wider 'One Sony' strategy, which is centred around three core pillars of mobile, gaming and digital imaging.
The spokeswoman said: "'Made of Imagination' was always at the heart of Sony Mobile DNA. As we move into 2013 and become fully integrated into Sony we are also aligning into Sony’s overall communications strategy.
"Our new strapline is 'Be Moved' as we feel that this is the consumer articulation of our guiding principle – that Sony is making technology that is engineered to feel."
Sony Mobile launched the "be moved" TV ad this week to push the flagship Xperia Z phone. The campaign, by McCann London, celebrates Sony’s "proud heritage of innovation and how the brand continues to touch the lives of people around the world".
Creative includes footage form the Holi festival in India and features the Xperia Z alongside Sony products from the past, including the first PlayStation and the Walkman.
Earlier this month Steve Walker, Sony Mobile's chief marketing officer, announced his departure, claiming it was part of plans to restructure the brand in line with its 'One Sony' global operating model.
Walker, who joined Ericsson in the 1990s, assumed the top global marketing role in March 2011, replacing Lennard Hoornick.
Last year, he led the rebrand of the company from Sony Ericsson to Sony Mobile, and the launch of its "Made of imagination" brand positioning last year.
This article was first published on marketingmagazine.co.uk
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Senior Account Manager-Advertising Source £33000 - £36000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.