Sony launches new global marketing campaign for the Xperia Z3 and Z3 Compact

Although Sony's Mobile arm is struggling financially, it looks like the company isn't ready to call it quits in the smartphone market. In what looks like a bold move given recent rumors according to which Sony is looking to sell or spin off its mobile division, the company has launched a global brand campaign for the Xperia Z3 and the Z3 Compact, two smartphones that Sony unveiled back in September 2014 at IFA Berlin.

According to Catherine Cherry, the Sony marketing director for UK, Ireland, and Benelux, the new global marketing campaign will run across various mediums, such as TV, billboards, and digital. The new campaign's total spending will be equivalent to the total spending of last year's Xperia Z3 and Z3 Compact launch campaign. Cherry was also quoted by Business Insider stating that Sony Mobile hasn't given up the fight, and that the company is now focused on delivering "profitable growth". 

Sony's new global campaign was created by Adam&EveDDB, and launched yesterday in various corners of the world. The campaign puts emphasis on the strong points of the Xperia Z3 and Z3 Compact, such as the extended battery life, the low-light camera performance, the IP67-certified protection against dust and water, or the PlayStation Remote Play capabilities. Interestingly, these strong points are not openly declared in the new ads, instead being referred to as superhuman powers enabled by the Z3 and the Z3 Compact. The ads contain wording such as "I can survive underwater", "I can see in the dark", or "I can stay awake for days". According to Cherry, the ambiguity is intentional.