Sony Xperia

The rise of mobile photography and the opportunity for Sony

The Challenge

Sony had launched a new smartphone flagship model called ‘Xperia Z1’. With a 20.7 Megapixel camera, the brand wanted to dominate the android imaging space in a fiercely crowded smartphone market in India.

The Solution

Advances in camera phone technology are increasingly making compact cameras redundant. Sony’s Xperia Z1, at the time of release, was the most powerful android imaging device in the world. Our task was to persuade Indian consumers looking to buy their next phone that a smartphone really could replace a digital camera – and in fact that there are real benefits to using a high quality camera phone versus a compact camera. We brought in celebrated smartphone photographers, each with a different style, to inspire photography enthusiasts. Instead of demonstrating beautiful photographs in an exhibition gallery – we brought the gallery to everyone’s screens.

Related Tags

The Results

Sony moved up from number 5 to number 3 according to the Brand Trust barometer. A 10% growth in social media followers helped Xperia phones contribute 25% to the company’s revenues, surpassing the client’s target.

97,656

Facebook likes

8.8 million

Media impressions

2nd spot

Sony moved up from 5th in the Brand
Trust index