The smart phone markets heated up when Sony launched its biggest scale marketing campaign to date created by the experienced adam&eveDDB. The integrated campaign will run through TV, print, retail, digital as well as the out-of-home sectors. The media agency spearheading the project is Mediacom along with its digital counterpart LBi.
According to Sony, the drive will be to highlight the iconic moments that have been captured and can be captured with the new Xperia Z1 smartphone. The campaign runs under the strapline ‘The best of Sony, the best of you’ focusing on the quality of the 21.7 MP camera flanking the smartphone.
The campaign will run across 25 markets and as many countries this month featuring the perks of using a water resistant, camera-style sensor on its Xperia Z1 smart phone. It stresses on the importance of capturing the essence of iconic moments in life with an easily available camera in the form of a smart phone in the pocket.
The campaign is backed by a gallery of photos under the title of ‘Best of’ on Facebook. These have been captured by 21 photographers from around the world, 19 of them being from the World Photography Organisation (WPO). These photographers were tasked with the job of capturing images with the Xperia Z1 inspired by Sony’s theme ‘Best of’.
The company also published the first video ad stressing upon the imaging capabilities of the phone. A simultaneous Share and Win an Xperia Z1 campaign has also been introduced on Facebook. This is all part of Sony Mobile’s operation to highlight the social elements of the phone, especially its ‘social live’ feature.
Although the organisers are tight lipped about the campaign budget, it is no doubt working with outdoor media calling it the world’s best camera in a waterproof smartphone.
