Aino and Satio signal SE "intent"

Sony Ericsson has said its new Aino and Satio handsets and its brand refresh will return it to competitiveness in the UK market.

Sony Ericsson UK managing director Nathan Vautier said: "This is most definitely a signal of intent from ourselves to everyone else. Companies spend a lot of money on a hero launch and this is a very big, bold step as far as these new devices coming to market as well as the brand evolution.

"As we’re making such a large step forward and what we’re bringing to market, it’s also very fitting that we evolve the brand to reflect this move forward."

The company’s new viral marketing campaign, which uses cartoon spacehoppers, went live last month as part of parent company Sony’s £8 million campaign to unite all its divisions under the new "make.believe" slogan. It’s the most ever spent by Sony Ericsson on a marketing campaign.

The campaign also promotes the two handsets, as well as the Yari, with consumers encouraged to create their own digital spacehoppers with individual facial expressions for a Sony Ericsson brand "web invasion".