This week we’re kicking off our biggest marketing push to date – we’re calling it “the best of Sony, for the best of you”…
It’s an integrated campaign that highlights iconic moments captured with the new Xperia Z1 smartphone from Sony, and you can get a first look at the TV ad above, before it airs tomorrow.
I caught up with Louise Forbes (our director of Product Marketing Creation) to tell us a little bit about the thinking behind the creative – enjoy:
Who are you, where’ve you been and where are you going?
I’m Louise – I head up Product Marketing Creation (globally) for the Sony Mobile brand, focusing on above, below, through and blurring the lines…
I’m interested in the emotional reactions our creative approaches provoke, and how this informs the way we tweak and refine our work going forward.
Can you tell us a bit about how this campaign came together?
The campaign was developed in partnership with acclaimed agency adam&eveDDB, working with director Ben Newman and DOP Barry Ackroyd. It was shot on location in Barcelona, and will run in more than 25 markets starting from tomorrow, across TV, print, OOH, online, retail and digital.
As you’ll hear, the ad features a special mix of Primal Scream’s “Movin’ on Up” by English singer-songwriter Lucy Rose. Having one of Sony Music‘s rising stars (NME artist of the year, 6.5 million online music video views, 2013 Summer festival regular no less…) re-record specially for the creative, was a real coup for us in showcasing the best new talent from across our business.
And the inspiration?
You! The best of Sony, taken one step further – this campaign continues the story we started earlier this year, highlighting the best of Sony in a premium smartphone… but with a renewed focus on “you”.
Today, the ubiquity of social media has given us unprecedented access to every aspect of our friends lives – photos (and videos) are now a universal language of emotion and life’s “best moments”. The idea is based on a) a recognition of this cultural shift and b) the power to capture and share effortlessly with the best (of Sony) hardware and software - we wanted our brand campaign to reflect these elements.
It’s also worth keeping an eye on our Facebook page over the coming weeks, where we’ll working with the World Photography Organisation to encourage Sony fans to capture and showcase their “best” moments, for a chance to win an Xperia Z1…
The “best of you” concept in 140 characters, or less?
best of you is quality, not quantity – it’s your best moments captured, shared and preserved