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New Costly Global Ad Campaign Helps Sony Mobile Quell Rumors Of Brand Disappearance

April 2, 2015 - Written By Justin Diaz

 

Over the last few months, perhaps the last half year, there have been more than a few rumors floating around suggesting that Sony would potentially be dismantling its mobile division to help cut costs and raise profit back to an acceptable number, or rather, come out ahead with any profits at all. Sony has at least on one occasion stated that Sony Mobile is not going anywhere and that they will be continuing to develop new and exciting mobile products for users around the globe, although that had done little to stop some of the rumors or change people’s opinions that Sony Mobile may be done for. Today, Catherine Cherry who is the marketing director for Sony Mobile in the UK, Ireland, and Benelux regions states that Sony Mobile is absolutely going nowhere.

In her own words, “Sony Mobile is here to stay, we are absolutely going to focus on delivering profitable growth.” Words from people within the company are great to help reassure consumers, especially those loyal to the brand who want nothing more than to see them back to their former glory. Reassuring words aren’t enough though. Sony Mobile needs more. They need to put the word out there that they have compelling devices to offer and let people know why they should choose a Sony device over other brands. Sony Mobile is starting that process with a new globally spanned ad campaign that is reportedly going to be using a big budget, although Sony wouldn’t disclose the amount in regards to an actual dollar figure, but they did mention that the new ad campaign would be similar to past ad campaigns including the one for the Xperia Z3.

The new ads will focus on informing consumers how they can make their everyday life extraordinary, which is Sony’s internal goal. To help consumers turn their ordinary days into extraordinary events and moments utilizing what Sony’s devices have to offer. With each ad spot, which will be seen across TV, billboards, and online, Sony will be telling consumers what their phones can do using the words “I Can” to express specific features or capabilities. Two of the most notable capabilities of Sony Mobile’s more recent devices are exceptional two day battery life (at least) and the IP68 waterproofing. For these particular features, Sony is releasing ads that state “I can stay awake for days,” and “I can survive underwater,” as well as another that mentions “I can see in the dark” meant to highlight the low-light photo quality of Sony’s devices. They don’t come right out and say exactly what the features are, but the ads are new and bold and just attention-grabbing enough to leave consumers with wanting to know more, which is the idea according to Catherine Cherry. You can see the first official TV ad below, which highlights some of the best features of the Sony Xperia Z3 and Xperia Z3 Compact, which are all likely to be features seen in future flagships and devices from Sony Mobile.