2nd April 2015, London, United Kingdom – Sony Mobile Communications (“Sony Mobile”) is today launching its new global brand positioning ‘Everyday Extraordinary’ to its customers via an integrated campaign.
The campaign heralds a bold new approach for Sony Mobile and is firmly rooted in Sony’s founding spirit of inspiring and fulfilling people’s curiosity, and bringing this brand ethos to life by engaging with consumers in an inspiring and distinctive way. The work exemplifies how Sony empowers its customers to experience the extraordinary in their everyday lives, and features real Sony Mobile customers who bring this sense of empowerment to life through evocative statements which begin with ‘I can’.
Dennis van Schie, Chief Commercial Officer at Sony Mobile said: “We had a very positive response at Mobile World Congress to our new communications approach and we are excited to launch this bold and differentiated creative platform to our customers. It truly celebrates customers by putting them at the heart of how we communicate, and showcases the immersive and creative experiences that our best in class products deliver, putting the power in their hands to discover the extraordinary in the everyday.”
Sony Mobile collaborated closely with teams around the globe to reach out to customers and invite them to participate. Campaign development has involved extensive social listening across the brand’s own Facebook, Twitter, Instagram and YouTube channels to identify Sony Mobile fans who have voiced appreciation for the brand. Facebook pages have been searched and a lucky few were selected and flown to Barcelona where they were filmed by award-winning director Simon Ratigan, known for his much-admired approach and skill for finding magic in the most surprising of places.
The platform will be deployed in media including outdoor and in retail, but the main focus will be online. This is where richer content around the customer stories and their relationship with the brand will be housed, and where other users from around the world will be invited to join in and add content. The media plan marks a deliberate move by the brand to ‘overcommit’ in the online space and bought media will include YouTube pre-rolls and VOD.
The film content is a beautiful visual expression of the superior Sony Mobile experiences that empower each of the seven real users to discover more in the world around them. One, shown at dawn, features a fashion blogger and DJ from Madrid called Brianda that shows how she can ‘stay awake for days’, in a reference to the Xperia handset’s two day battery life. In another we see how the device means users ‘can see in the dark’ as a filmic vignette of an owl at night flies in slow-motion across the screen. In a third, the voice-over reads ‘I can survive underwater’ and shows a customer in a magical under-water world as a way of communicating the phone’s premium waterproof1 (IP 65/68) design.
Film content will be seeded via an 80” ‘manifesto’ film and 7 separate 20” films will be used as pre-rolls. The other four ‘powers’ making up the 7 are: Hi-res Audio, smartwear wearable technology which tracks personal fitness goals, Digital Noise Cancelling audio and PS4™ Remote Play, which allows gamers to connect their Xperia device to their PS4 via home Wi-Fi and use the DUALSHOCK®4 Wireless Controller to enjoy PS4 games anywhere in the home.
Music was scored by Kid Arkade, a recent Sony Music signing, who fuses classical and contemporary music styles.
Alongside the films, seven print executions which carry the same messaging and customers have been created with photographer Tom van Schelven.
The film premieres on [YouTube] today and will roll out globally throughout the Spring.
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Dennis van Schie, Chief Commercial Officer
Louise Forbes, Director of Campaign Creation
Nikolaus Scheurer, Director of Marketing Planning, Brand & Customer Insights
William Tyler, Senior Campaign Manager
Kristin Cramborn, Campaign Manager
Stefano Piccioli, Campaign Manager
Chief Creative Officer: Ben Priest
Creative Directors: Tim Vance, Paul Knott
Head of Art: Nici Hofer
Planning Partner: Toby Harrison
Group Managing Director: Xavier Rees
Business Director: Matt Field/ Chris Jackson
Account Director: Britt Lippett
Agency Producer: Celestine Hall
Creative Producer: Louis Cubbon
Production company: HLA
Director: Simon Ratigan
Composer: Kid Arkade
Post-production: Smoke & Mirrors
Photographer: Tom Van Schelven
Media agency: MediaCom
Brand agency: The Gild
Digital agency: TMW
1 Waterproof to a depth of 1.5m for 30 mins. No seawater or salt water pools. Abuse and improper use will invalidate warranty. See www.sonymobile.com/durability
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Sony Mobile Communications, Global Communications & PR department
General Press: +44 208 762 5858
About Sony Mobile Communications
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone and tablet portfolio, as well as innovative smartwear products, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences. For more information: www.sonymobile.com
“SONY” is a registered trademark of Sony Corporation. “Xperia” is a trademark or registered trademark of Sony Mobile Communications Inc. All other trademarks or registered trademarks are the property of their respective owners. Additional information regarding trademarks may be located on our website at: www.sonymobile.com/global-en/legal/trademarks-and-copyright