Sony begins £40m marketing push with new Xperia campaign


Manufacturer claims campaign is its most ambitious to date

Sony Mobile has launched a new marketing campaign for its Xperia range of smartphones, marking the start of an estimated £40 million investment to promote the devices this year.

The campaign, which debuted at Mobile World Congress in Barcelona, begins next month. It will be deployed globally in over 20 markets across television, digital, out-of-home and retail, highlighting the best of Sony’s technologies as found in its flagship Xperia Z smartphone (pictured).

Sony said the campaign, which features a selection of its most popular products from the past, “reflects the unique consumer experience that only Sony can deliver”.

The adverts, directed by Tarsem Singh, aim to capture the colour and vibrancy of the Holi festival in India, highlighting the camera, screen waterproof and dustproof capabilities of the Xperia Z. The visuals are compliments by by David Bowie’s track ‘Sound and Vision, which was specially remixed for the campaign.

Sony Mobile chief marketing officer Steve Walker said: “The launch of our new flagship Xperia Z smartphone marks a milestone as it truly brings together the innovative technology, entertainment and connected experiences into a single device.

The campaign launch comes after Sony Mobile president of North Western Europe Pierre Perron told Mobile News that the manufacturer would be doubling its marketing investment compared to last year, where spend was estimated to have been in the region of £19 million.