By Tim Maytom
Sony Mobile has announced a new global brand positioning that will be backed up by an integrated campaign around the world, despite recent news that spending on mobile devices is to be cut in an effort to return to profitability.
Sony call the campaign a “bold new approach” for its mobile division that focuses on empowering customers to experience the extraordinary in their everyday lives, with the core message developed using social listening across Facebook, Twitter, Instagram and YouTube.
The campaign will include outdoor and in-retail elements, but the main thrust will be digital, with YouTube pre-rolls and VOD a key element, and overall marketing spend matching the launch of the company’s Z3 handset.
The marketing push comes despite the news that Sony‘s corporate strategy would focus on cost-cutting exercises after the firm posted a full-year net loss of ¥128.4bn (£726m).
As recently as last month, Kazuo Hirai, chief executive of Sony, told the BBC there was “no guarantee” for the company’s mobile or other divisions. The marketing push suggests the firm may be putting a pin in future product development and is instead seeking to squeeze what it can out of existing inventory.
“We had a very positive …read more
Source:: Mobile App News