The iconic Sony Walkman is expected to feature in Sony Mobile’s biggest global marketing campaign yet, along with other ‘much loved’ Sony products from the past, as the manufacturer brings in the big guns to promote its flagship Xperia Z smartphone.
Announcing the campaign at Mobile World Congress, the manufacturer said the integrated marketing campaign will highlight the best of Sony in the flagship Xperia Z smartphone, in an ‘iconic’ campaign which will feature ‘much loved’ Sony products from the past.
The campaign will be deployed globally in over 20 markets across TV, print, digital, out-of-home and retail from March 2013.
It will highlight the Sony services and technology in the Xperia Z smartphone, and look back at its past products and historic moments with the aim of creating the message that Sony creates ‘unique consumer experiences’.
Steve Walker, chief marketing officer at Sony Mobile, said: ‘Our latest campaign celebrates Sony’s proud heritage of innovation and how the brand continues to touch the lives of people around the world.'
He added: '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.'
The campaign features the Holi festival in India, with its explosion of coloured powders and water, to showcase the Xperia Z’s water and dust resistant design and its screen and camera.