SONY MOBILE

CREATING A CHALLENGER TELCO BRAND FOR THE NONCONFORMIST

SONY MOBILE

Sony Mobile launched to market with an aim to showcase the best of Sony in a single product. Finding a demographic for this new device, we identified curious consumers who wanted something different from the current competitor products, users who respected and had an affinity to the great Sony products of their childhoods (Walkman, Aibo and PlayStation). This was articulated using the Japanese word ‘Kando’ to be emotionally moved, to make a user feel.

The starting point for the new brand was grounded in Sony’s visual DNA, using the same typeface, colour palette and art direction to communicate that Sony Mobile is part of the rich legacy of Sony, this visual system was intersected with bold and disruptive communications that engaged and asked users to be curious about Sony’s new flagship product.

CREATING A CHALLENGER TELCO BRAND FOR THE NONCONFORMIST

Sony Mobile launched to market with an aim to showcase the best of Sony in a single product. Finding a demographic for this new device, we identified curious consumers who wanted something different from the current competitor products. This was articulated using the Japanese word ‘Kando’ to be emotionally moved, to make a user feel.

The starting point for the new brand was grounded in Sony’s visual DNA to communicate that Sony Mobile is part of the rich legacy of Sony, this visual system was intersected with bold communications that engaged and asked users to be curious about Sony’s new flagship product.

Sony_Posters
Sony_Xperia
Xperia_Billboard

A year after launch sold 39.1 million smartphones. The figure represents an 18.5 percent increase from the year before, making mobile one of the company’s most profitable segments.

A year after launch sold 39.1 million smartphones. The figure represents an 18.5 percent increase from the year before, making mobile one of the company’s most profitable segments.

Xperia_Z_

"Our latest campaign celebrates Sony's proud heritage of innovation and how the brand continues to touch the lives of people around the world"

Steve Walker
Chief Marketing Officer at Sony Mobile

"Our latest campaign celebrates Sony's proud heritage of innovation and how the brand continues to touch the lives of people around the world"

Steve Walker
Chief Marketing Officer at Sony Mobile

Sony_CampaignPosters_MWC
Sony_XperiaWall
Xperia_Device_Colourways

Created at The Gild


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ALEX@ALEXANDA.CO.UK
+44(0)7816967862

4 GILLETT PLACE
LONDON
N168JB

ALEX@ALEXANDA.CO.UK
+44(0)7816967862