Sony Mobile focuses brand on ‘imagination’

Sony is to launch a global brand campaign to support the first Xperia smartphones released since it bought out Ericsson’s mobile arm, emphasising the “imagination” behind its devices.

The multi-million pound campaign will roll out from Saturday (24 March) with a 60-second TV ad directed by Fantastic Mr Fox director Wes Anderson.

The spot’s concept is based verbatim on the thoughts of an 8-year-old boy, who was asked what he imagined the Xperia smartphone is made from.

The campaign will then roll out across print, digital, out-of-home and retail. The executions will focus on how Xperia smartphones can link consumers to entertainment experiences, such as using a picture of a guitar shaped like one of the mobile devices from the range.

Sony Mobile’s “Made of Imagination” campaign was developed by the McCann Worldgroup, PHD and LBi agencies.

Catherine Cherry was recently appointed by Sony Mobile to lead its marketing push in the UK and Ireland, following its £918m buyout of Ericsson last year.

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