Sony Mobile campaign highlights waterproof Xperia smartphone

Along with three TVCs, Hong Kong independent creative agency Turn has also launched a creative bus shelter. Following the young, playful and colourful brand image of Sony, this campaign tagline is 樂無制限 (fun without limit).

The three TVCs debuted yesterday. One features a dog who sees colourful ice cream on the screen of the phone and begins to lick the screen. Another shows two young men jumping into a pool, one of whom uses his wet phone to take a picture of a passing young woman. 

Stephen Chan, creative partner of Turn, said that the waterproof phone is not limited to sportsmen, but also to the wilderness of everyday life, which involves wet tables in bars and restaurants, or chatting with friends while having a bath.

In Japan, Chan said, almost 90 per cent of the mobile phones sold are ‘waterproof’. In Hong Kong, some models from Motorola and some Chinese vendors are available, but Sony is the first of the majors to offer one, and neither the iPhone nor the popular Samsung models are available in waterproof form. Sony states that the phone can withstand immersion at up to 1 m for up to 30 minutes.

To further highlight the feature, OMD created a bus shelter, which will appear in Tsim Sha Tsui and Mong Kok later this month, that transforms the bus shelter screen into a water tank, with water showering down on the phone.