Sony launches new global marketing campaign for the Xperia Z3 and Z3 Compact
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.
By launching a major global marketing campaign for the Xperia Z3 and Z3 Compact, Sony could be sending a masked message that it doesn't plan on releasing the upcoming Xperia Z4 anytime soon. Previous rumors suggested that the upcoming Xperia flagship will be unveiled at some point this summer. The Sony marketing director also mentioned that the Xperia Z3 is on its way towards becoming Sony's best-selling smartphone ever, although that doesn't mean very much given Sony's share of roughly 2 percent of the smartphone market.
Posts: 370; Member since: Jan 30, 2014
posted on Apr 03, 2015, 8:23 AM 0
Posts: 782; Member since: Nov 16, 2011
posted on Apr 03, 2015, 8:34 AM 16
Posts: 2975; Member since: Jun 19, 2012
posted on Apr 03, 2015, 10:05 AM 5
posted on Apr 03, 2015, 8:26 AM 15
Posts: 955; Member since: Nov 22, 2014
posted on Apr 03, 2015, 8:42 AM 3
Posts: 1390; Member since: Oct 05, 2014
posted on Apr 03, 2015, 8:44 AM 0
Posts: 136; Member since: Sep 28, 2012
posted on Apr 03, 2015, 8:46 AM 8
Posts: 875; Member since: Oct 17, 2011
posted on Apr 03, 2015, 9:36 AM 1
Posts: 175; Member since: Apr 03, 2015
posted on Apr 03, 2015, 9:42 AM 5
Posts: 173; Member since: Jul 24, 2012
posted on Apr 03, 2015, 12:55 PM 1
PhoneArena Comments Rules
A discussion is a place, where people can voice their opinion, no matter if it is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
- Off-topic talk - you must stick to the subject of discussion
- Trolling - see a description
- Flame wars
- Offensive, hate speech - if you want to say something, say it politely
- Spam/Advertisements - these posts are deleted
- Multiple accounts - one person can have only one account
- Impersonations and offensive nicknames - these accounts get banned
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please, contact us.
Send a warning to post author
Send a warning to Selected user.
The user has 0 warnings currently.
Next warning will result in ban!
Ban user and delete all posts
Message to PhoneArena moderator (optional):