The X1 is Sony Ericsson's first product launch in its Xperia sub-brand category, which it announced earlier this year, and the marketing activity will feature a strong digital push featuring an online drama introducing a character called ‘Johnny X'. In an American-style drama, Johnny X's life will be played out over nine episodes. A 60-second trailer has been created and is available on a new website accompanying the campaign called whoisjohnny-x.com.
The drama will be seeded on YouTube and marketing activity will be supported by global print ads in selected titles and outdoor ads using the strapline ‘Life to the Power of Nine' to highlight the product's multi-panel interface. Press ads will run in titles such as i-D magazine, National Geographic and Wallpaper* to reach the product's target audience of males aged 25-44.
Sony Ericsson head of marketing Cathy Davies said X1 was one of the company's ‘strategic hero products', a title given to new launches which are deemed of critical importance in certain sectors.
‘People are already aware of what the X1 is about so we are building an ‘intrigue' campaign in the buildup to its launch based around our digital drama. The launch of the X1 will come at a busy time for us as we are also preparing to roll-out a new imaging product in Q4 as well.'
She added that Xperia would be a key sub-brand focus for Sony Ericsson for the next two years. ‘This is the first true Sony Ericsson sub-brand and we will use it to launch premium products.'
A public relations campaign will also roll-out in the UK ahead of the launch of the X1 in October. It will include experiential activity as well as point of sale promotion.
The digital campaign was developed by Dare and Sony Ericsson also worked with Mediaedge:CIA and Iris on the campaign.