Tony Hon, creative partner, told Campaign that the main aim is to highlight the smartphone's Japanese heritage, design and look and feel. As in past campaigns, Sony Ericsson’s brand image is more international or Scandinavian.
Hon said that both the client and his agency were aware that the features of most competing phones are quite similar, making it more important to aim for emotional bonding with the brand.
The ad borrows the melodrama of Japanese TV dramas and center on a question that's intended to strike a chord with young couples who are in long-term relationships: "To love each other, do we have to see each other all the time?"
The young couple in the ad decides to spend a year apart but stay connected via their mobile phones.
The first spot is like a movie trailer, as the ad campaign will take place across five episodes. The agency is keeping the ending secret to maintain suspense.
Instead of using terrestrial TV, Turn and media agency OMG opted for YouTube and Facebook, as well as support by facebook games and outdoor TVs like the giant screen at popular mall Times Square. This type of media buy is in line with the lifestyle of the target consumers, who are spending more time online and on the go.
Hon is thankful to the client for giving his agency lots of creative freedom to build the emotional side of the brand instead of focusing on the product features.
Reported last October, Sony agreed to buy Ericsson AB’s 50 per cent stake in their 10-year-old mobile phone joint venture. Sony planned to integrate the smartphone business with its gaming and tablet offerings.