Pierre Perron, MD of Sony in the UK, Ireland and the Netherlands, told Mobile News: “The Xperia brand is only three years old, so relatively fresh, and we want to build on that.
“This is why we’ll be investing a significant amount of money to make sure consumers recognise the Sony smartphone brand.”
Although Perron refused to be drawn on specific marketing spend amounts, sources close to the manufacturer claim the amount to be close to £19 million, an increase of over £4 million on previous suggestions.
The campaign, which features the tagline Made Of Imagination’, will feature across TV, print, outdoor and store advertising. The campaign was launched last week and is expected to remain in place for the remainder of 2012.