Despite being a major brand in the world of electronics, Sony has struggled to find succes, or a profit, in the mobile devices market. This is notably true in the U.S. market. These forces led Sony CEO Kazuo Hirai to announce in February that a plan to return to profitability by 2018 may not include smartphones based on their absence from his statements. A new statement from the company says mobile devices will be part of Sony’s future and to back that up, a new, major advertising campaign is launching this month.
Catherine Cherry, Sony Mobile’s marketing director for the U.K., Ireland and Benelux says, “Sony Mobile is here to say, we are absolutely going to focus on delivering profitable growth.” In support of that position, Sony is launching a new global marketing campaign produced by ad agency Adam&EveDDB.
As part of the new campaign, Sony Mobile has establish a new brand position, “We enable you to make your every day more extraordinary.” That position will initially be support by a series of advertisements using an “I can…” tagline. Different ads will combine “I can” with intentionally vague claims like “I can survive underwater,” “I can see through walls” or “I can stay awake for days.” The hope is the claim will entire consumers to pay attention to the ad and dig a little deeper to find out just what Sony means.
The campaign will run on TV, billboards and on digital platforms. You can check out the long version of the ad below and you can probably expect to see short outtakes of this start to appear as TV commercials.
Click here to view the embedded video.
source: Business Insider
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