Sony Mobile Launches New Global Xperia Marketing Campaign Inviting Consumers to Experience the Best of Sony in a Smartphone

 Sony Mobile Launches New Global Xperia Marketing Campaign Inviting Consumers
                to Experience the Best of Sony in a Smartphone

  PR Newswire

  LONDON, February 26, 2013

LONDON, February 26, 2013 /PRNewswire/ --

  *Integrated marketing campaign highlights the best of Sony in the flagship
    Xperia™ Z smartphone
  *Iconic creative execution synonymous with the Sony brand
  *Most ambitious marketing campaign to date for the Xperia brand

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

 (Photo: )

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.

"Our latest campaign celebrates Sony's proud heritage of innovation and how
the brand continues to touch the lives of people around the world," said Steve
Walker, Chief Marketing Officer at Sony Mobile. "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. Tarsem’s stunning visuals have been perfectly complemented
by David Bowie’s aptly titled classic track ‘Sound and Vision’ which was
specially remixed by Sonjay Prabhakar.

Acclaimed director Tarsem 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 films include The Fall (2006), Immortals (2011) and
most recently Mirror Mirror (2012) starring Julia Roberts.

"The Xperia Z has one of the most incredible screens you can think of for
today," commented Tarsem. "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. The full commercial can be viewed here:

About Sony Mobile Communications

Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a
leading global innovator of audio, video, game, communications, key device and
information technology products for both the consumer and professional
markets. With its music, pictures, computer entertainment and online
businesses, Sony is uniquely positioned to be the leading electronics and
entertainment company in the world. Through its Xperia™ smartphone portfolio,
Sony Mobile Communications delivers the best of Sony technology, premium
content and services, and easy connectivity to Sony's world of networked
entertainment experiences. For more information:

Sony "make.believe" is a trademark or registered trademarks of Sony
Corporation. "Xperia" is a trademark of Sony Mobile Communications AB. All
other trademarks or registered trademarks are the property of their respective


For more information, images and videos please visit:

Sony Mobile Communications, Global Communications & PR department

General Press: +44(0)208-762-5858
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