Sony Mobile Launches Biggest Marketing Campaign for Xperia Z1

Sony Mobile has launched an advertising campaign for its Xperia Z1 smartphone that will roll out in more than 25 markets over the coming month which is its biggest global campaign to date. The new advertsing campaign highlights the theme ‘the best of Sony, for the best of you,’ and featuring the new Xperia Z1 smartphone.

Across TV, print, digital, out-of-home and retail, Sony focuses on the idea of quality, not quantity – sharing the best, and not just everything. The campaign comprises a series of vignettes demonstrating how the Xperia Z1’s features – including a large, compact camera-style sensor and Xperia camera applications – can do justice for important and memorable moments in life.

 “This campaign continues the story we started earlier this year, highlighting the best of Sony in a premium smartphone, but with an important addition – you,”

-Louise Forbes, director, product marketing creation at Sony Mobile.


“The creative reflects the ground-breaking camera experience and iconic design of Xperia Z1 by showcasing the best moments in life that we rely on our smartphones to capture and share.”

 The campaign was devised by adam&eveDDB, with executive creative director Ben Tollett, saying: “The launch of a smartphone which brings together Sony’s best technologies provided a fantastic opportunity to deliver a simple but powerful message in a global campaign. The team worked hard to create a look and feel that was both authentic and beautiful.”

Sony would not reveal the amount spend on the campaign, other than it is its biggest campaign on record, but the brand ran a £40m ad campaign for its Xperia Z smartphone earlier in the year.


Catherine Cherry, the UK and Ireland marketing director at Sony Mobile, described the introduction of a new strapline as a “progression”.

“It’s been a progression. Since we’ve been Sony, all our campaigns have had a common thread, which is about how you use your smartphone”.

It will be extended online with a Facebook gallery of photography to showcase the features of the Xperia Z1, and will also be available through Sony Mobile’s Facebook channel.

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