Sony Mobile Launches New Global Xperia Marketing Campaign Inviting Consumers to Experience the Best of Sony in a Smartphone

AsiaNet 52199

LONDON, Feb. 26, 2013 /PRN=KYODO JBN/ --

    - Integrated marketing campaign highlights the best of Sony in the   

      flagship Xperia(TM) Z smartphone

    - Iconic creative execution synonymous with the Sony brand

    - Most ambitious marketing campaign to date for the Xperia brand

    26th February, 2013, London - Sony Mobile Communications

[http://www.sonymobile.com ] ("Sony Mobile") has revealed its most ambitious

marketing campaign yet for its Xperia smartphones with a significant global

marketing investment.

    (Photo: http://photos.prnewswire.com/prnh/20130226/595516 )

    The integrated campaign, which will be deployed globally in over 20 markets

across TV, print, digital, out-of-home and retail from March 2013, highlights

the best of Sony's innovative technologies as found in its new premium Xperia Z

smartphone. In a creative execution that features a selection of Sony's

much-loved products from the past, the campaign reflects the unique consumer

experiences that only Sony can deliver as it looks back at iconic moments in

history and showcases Sony's technologies available today.

    "Our latest campaign celebrates Sony's proud heritage of innovation and how

the brand continues to touch the lives of people around the world," said Steve

Walker, Chief Marketing Officer at Sony Mobile. "The launch of our new flagship

Xperia Z smartphone marks a milestone as it truly brings together the

innovative Sony technology, entertainment and connected experiences into a

single device."

    By utilising the talents of celebrated director Tarsem Singh

[http://www.tarsem.org ], the campaign takes consumers on a colourful journey

to experience the vibrancy and excitement of the Holi festival in India. Every

year thousands converge to witness this festival of colour with its explosion

of coloured powders and water, creating the perfect setting for the Xperia Z

smartphone, with its water-and dust resistant design, to beautifully capture,

share and enjoy this visual spectacle. Tarsem's stunning visuals have been

perfectly complemented by David Bowie's aptly titled classic track 'Sound

and Vision' which was specially remixed by Sonjay Prabhakar.

    Acclaimed director Tarsem began his career in music video creation, making

his name with his music video for R.E.M.'s track 'Losing My Religion' which won

the MTV Video Music Awards 'Video of the Year' in 1991. His feature film

directorial debut came with the visually striking The Cell (2000) and since

then, he has become known for his trademark colour-saturated and vibrant visual

style. His other films include The Fall (2006), Immortals (2011) and most

recently Mirror Mirror (2012) starring Julia Roberts.

    "The Xperia Z has one of the most incredible screens you can think of for

today," commented Tarsem. "It really records colour vividly and this festival

of Holi is about as vivid as you can get."

    The global campaign was officially debuted during the premier mobile

industry trade show Mobile World Congress in Barcelona. Visitors to Sony's

stand can see demonstrations of the new and highly anticipated Xperia Z

smartphone and Xperia Z tablet - showcasing the best of Sony innovation

including sleek designs, Full HD displays, cutting-edge camera technologies,

One-touch functions for content sharing and connectivity, and unique water-and

dust resistant technology. The full commercial can be viewed here:

www.youtube.com/watch?v=9Pp7nDmb5K4&hd=1

    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(TM) smartphone

portfolio, 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:

http://www.sonymobile.com

    Sony "make.believe" is a trademark or registered trademarks of Sony

Corporation. "Xperia" is a trademark of Sony Mobile Communications AB. All

other trademarks or registered trademarks are the property of their respective

owners.

    FOR MEDIA INFORMATION PLEASE CONTACT:

    For more information, images and videos please visit: sonymobile.com/press  

[sonymobile.com/press ]

    Sony Mobile Communications, Global Communications & PR department

    General Press: +44(0)208-762-5858

    SOURCE: Sony Mobile Communications