Sony Mobile joins the team

The brand formerly known as Sony Ericsson launches its Xperia phone with a campaign that flaunts the media co's assets.

In its first campaign as a full member of the Sony brand, Sony Mobile (which was known as Sony Ericsson until it was purchased in full by Sony earlier this year and renamed), is showing off its fellow team members for the launch of the Xperia Android smartphone.

“As we are becoming fully a part of Sony we have a proposition that is not just tied to the device but also connected to the broader Sony family through the multiple screens and the Sony entertainment network,” Peter Farmer, head of marketing, North America, and head of country, Canada, Sony Mobile, tells MiC.

With media from PHD Canada and North American creative from McCann New York, the campaign targets a broad audience of adults aged 18 to 49 and is running on TV in Calgary, Vancouver and Toronto on channels such as TSN, The Score and MTV Canada, as well as in cinemas and through OOH ads in Toronto through the September back-to-school season, he says.

Farmer says that in addition to the ads bringing Sony Mobile into the fold by incorporating other Sony assets like musical performers and movies into the Xperia spots, it also marks the largest spend for the brand so far in Canada.