Sony Everyday Extraordinary
Campaign details
Brand: Sony Mobile CommunicationsAgency: HaygarthCountry: United Kingdom
Background
In a smartphone market dominated by Apple and Samsung, Sony Mobile had a problem: despite Sony enjoying mass positive appeal in other categories, brand preference for their mobile brand remained stagnant at 8%. Plus, only 30% of UK consumers knew the brand even made smartphones, let alone that they were some of the best in the market.
Our task? To launch the Sony XPERIA Z3 – the best smartphone in its class, packed with world-class features.
Our audience? 'Tech Matures' – young,...