Sony Mobile launches new global Xperia integrated marketing campaign inviting consumers to experience the very best

Sony Mobile Communications has revealed its most ambitious marketing campaign yet for its Xperia smartphones with a significant global marketing investment.

The integrated campaign, which will be deployed globally in over 20 markets across TV, print, digital, out-of-home and retail from March 2013, highlights the best of Sony’s innovative technologies as found in its new premium Xperia Z smartphone. In a creative execution that features a selection of Sony’s much-loved products from the past, the campaign reflects the unique consumer experiences that only Sony can deliver as it looks back at iconic moments in history and showcases Sony’s technologies available today.

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Says Steve Walker, chief marketing officer at Sony Mobile: “Our latest campaign celebrates Sony’s proud heritage of innovation and how the brand continues to touch the lives of people around the world. The launch of our new flagship Xperia Z smartphone marks a milestone as it truly brings together the innovative Sony technology, entertainment and connected experiences into a single device.”

By utilising the talents of celebrated director Tarsem Singh, the campaign takes consumers on a colourful journey to experience the vibrancy and excitement of the Holi festival in India. Every year thousands converge to witness this festival of colour with its explosion of coloured powders and water, creating the perfect setting for the Xperia Z smartphone, with its water-and dust resistant design, to beautifully capture, share and enjoy this visual spectacle.

Acclaimed director Singh began his career in music video creation, making his name with his music video for R.E.M.’s track ‘Losing My Religion’ which won the MTV Video Music Awards ‘Video of the Year’ in 1991. His feature film directorial debut came with the visually striking The Cell (2000) and since then, he has become known for his trademark colour-saturated and  vibrant visual style. His other film include The Fall (2006), Immortals (2011) and most recently Mirror Mirror (2012) starring Julia Roberts.

Says Singh: “The Xperia Z has one of the most incredible screens you can think of for today. It really records colour vividly and this festival of Holi is about as vivid as you can get.”

The global campaign was officially debuted during the premier mobile industry trade show Mobile World Congress in Barcelona. Visitors to Sony’s stand can see demonstrations of the new and highly anticipated Xperia Z smartphone and Xperia Z tablet – showcasing the best of Sony innovation including sleek designs, Full HD displays, cutting-edge camera technologies, One-touch functions for content sharing and connectivity, and unique water-and dust resistant technology.