Adam&EveDDB launches new Sony Mobile TV campaign

Adam&EveDDB has allied with Sony Mobile to help launch the telecoms brand's biggest marketing campaign to date.

The agency has created a TV campaign to promote its new Xperia Z1 smartphone, while also introducing a new marketing strapline, The Best of Sony for the Best of You.

Sony's expenditure on the new campaign exceeds the 40 million pounds it spent promoting the Xperia Z earlier this year, with a key focus of the new adverts being the high-quality camera and social elements of the new handset, reports Marketing magazine.

This comes as part of gradual efforts to evolve the Sony Mobile brand since its launch last year, when Sony acquired Ericsson's stake in its telecoms business.

Catherine Cherry, the UK and Ireland marketing director at Sony Mobile, said: "It's been a progression. Since we've been Sony, all our campaigns have had a common thread, which is about how you use your smartphone."

Adam&EveDDB has experience of working with several leading technology brands, including Google, YouTube, Phones4U, Volkswagen and Lastminute.com.