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

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. 

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.



1. My1cent

Posts: 370; Member since: Jan 30, 2014

I was gonna buy the Z3 compact but concerned about their lower grade glass back cracked! Love its specs but No, thanks.

4. josephnero

Posts: 782; Member since: Nov 16, 2011

My Z2 has been dropped several call dragontrail glass low quality?and please do't try to show me some youtube vids.i'm talking about first hand usage./ PS:they are preregistering for this campaign on facebook.i did it a week ago but not sure what for

7. SuperMaoriBro

Posts: 533; Member since: Jun 23, 2012

I went from s5 to z3c and super happy I made the change. It has to my favourite device from the last few years.

11. My1cent

Posts: 370; Member since: Jan 30, 2014

Do they use dragontrail glass on the back of Z3 compact mate? BTW I'm not worry about dropping it but heating or expanding of the battery would crack its glass though.

17. josephnero

Posts: 782; Member since: Nov 16, 2011

Don't worry even a bit

21. buccob

Posts: 2975; Member since: Jun 19, 2012

I had the same concerns and buddies from this site and others convinced me to not worry as much... I have had my Z3c for over 2 month already and it had survived a couple of drops to concrete, immersion to pools, ocean, rain and shower. This phone is definitely not as delicate as I thought. I live in a tropical country and use my phone with my car stereo XSP-N1BT which turns it into a display for it, and it becomes very hot when using it for navigation this way (I have my A/C broken atm) and so far there had been Cero problems regarding temperature. From 43C using it in the car to about 20C in my office almost everyday. Just get the device if it fit your needs

29. techperson211

Posts: 1280; Member since: Feb 27, 2014

Kudos Sony!!! Sleek design, superb battery life, ip certified, all the goodies in Sony entertainment. Please fix your camera algorithms. Everything else is outstanding.

24. kefalin

Posts: 292; Member since: Feb 08, 2015

I have Z1C and it dropped several times,but nothing happened. Even when the CPU is going on maximum nothing happened,so dont worry

31. mixedfish

Posts: 1560; Member since: Nov 17, 2013

Z3 compact doesn't use glass on the back, it uses plastic. There, now go out and buy it.

2. vuyonc

Posts: 1091; Member since: Feb 24, 2014

Good. We don't need a Z4 yet. Glad they're pushing their marketing game up.

3. seven7dust unregistered

Sony still leads in the battery department , they are almost doubling the battery of their nearest rivals. you got to give them credit for that feat, even the z2 has class leading battery. hope this continues with the z4. don't see anyone catching up to them in batterylife the way things are going this year.

5. josephnero

Posts: 782; Member since: Nov 16, 2011

Yes galaxy S6 and HTC m9 can't even match Z2 in battery life tests

34. apis10

Posts: 15; Member since: Feb 12, 2014

I love Sony devices. I hope they can get the price a bit down too

6. Awesoman64

Posts: 292; Member since: Mar 18, 2015

Now that's some good marketing right there. Kudos to Sony. Oh I wish I had the money to buy their consoles=-=

8. may_czos

Posts: 955; Member since: Nov 22, 2014

If they only have SD805 processor, thsy'd still be great option. They should've got one because it was already available (Note 4 got one and it debuted at IFA as well).

13. boosook

Posts: 1442; Member since: Nov 19, 2012

I doubt you would notice any difference during daily usage between an SD801 and SD805.

9. DeusExCellula

Posts: 1390; Member since: Oct 05, 2014

Z3 would have been my phone except for that stupidly low amount of internal memory. If i am going to throw up $530+++ i want atleast 32GB

14. colinkiama

Posts: 60; Member since: Nov 23, 2013

You can just get a micro SD.

25. kefalin

Posts: 292; Member since: Feb 08, 2015

Yup,with Lollipop you can even move there some apps

32. mixedfish

Posts: 1560; Member since: Nov 17, 2013

Z3 isn't $530+++, it's sub-$500.

10. Rexperia

Posts: 136; Member since: Sep 28, 2012

The ad's so elegant and clever, hats up for the teams behind this cool advertising.

12. Awesoman64

Posts: 292; Member since: Mar 18, 2015

Clever indeed. But I still prefer how Apple market their products. Anyway, its still a splendid ad.

15. tasior

Posts: 265; Member since: Nov 04, 2012

Dear PA. Sony Xperia Z3 are certified with IP 68, not IP 67...

16. Kruze

Posts: 1285; Member since: Dec 30, 2014

That's right, Sony! You finally understand how important marketing is. Great ad btw.

18. ryq24

Posts: 875; Member since: Oct 17, 2011

Sony biggest advantage to Samsung is the battery life. But do note it took longer to charge a Sony than a Samsung .

19. Awesoman64

Posts: 292; Member since: Mar 18, 2015

Ynless your in a hurry for a job interview, charging wont be a problem with the Z3.

20. mimicryXD

Posts: 175; Member since: Apr 03, 2015

everyone loses their mind when samsung release their s6 and s6 edge with metal frame and glass back but sony doing that for a long time yet didnt sacrifice the micro sd and waterproof. And sony is the Battery king! and nobody tech reviewers credit that to sony theyre all samsung, samsung, iphone, iphone.


Posts: 138; Member since: Mar 06, 2014

Just on time :)))

23. SuperAndroid507

Posts: 361; Member since: Jan 06, 2014

Faster updates are also a good type of advertisement (something they don't have)

26. CamaroSS

Posts: 173; Member since: Jul 24, 2012

Good move. Their marketing always sucked. Z2/Z3 offered a very unique solid combo - battery life, excellent low light camera shots, ip67/68, 3GB RAM, big screen (only behind LG G3), noise cancelling, hi-res audio, stereo speakers, great design - but I didn't see them market those at all let alone the neat sw features Sony came up with over the years - stamina mode, small apps, white balance, themes, etc. Even their ancient 2010 timescape & the amazing album app/widget were way ahead of the competition. They just didn't market any of these.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.