Sony launches multi-screen campaign for digital junkies

Sony Australia and Sony Mobile Communications have launched a joint new campaign which showcases their new smartphone and television products by targeting “Digital Entertainment Junkies”  -people who consume digital content across screens and on the move.

Logie-winning Australian actor Richard Roxburgh narrates the voice over for the TVC, which is dedicated to “two-screen jugglers, with one eye on the show, and the other on telling the world you’re watching the show”, among other archetypal consumers.

Sony Australia & Sony Mobile collaborate in new campaign 2The campaign integrates content from other Sony division including Men In Black, The Amazing Spider-Man and The Vow (Sony Pictures) and Gran Turismo 5 (Sony Computer Entertainment). The campaign launches today and will be in market for several months. The first airing will be during the finale of hit talent contest show The Voice.

Sony Mobile Oceania managing director John Featherstone, said in a press release, “This campaign brings to life Sony’s passion for entertainment in every format, and shows how our Xperia smartphone range is quickly becoming a key entertainment hub for consumers. It ..combines the most well known Sony product – a TV – with its newest – the smartphone.”

The campaign is delivered across TV programming, cinema and digital out of home in shopping centres, as well as a social media component which asks the brand’s Facebook fans to identify which type of “Entertainment Obsessive” they are.


  • Client: Sony
  • Creative Agency: Euro RSCG
  • Executive Creative Director: Steve Coll
  • Creative: Lucas Jatoba; Ben Pearce
  • Group Account Director: Catherine Harris
  • Head of TV: Monique Pardavi
  • Production company: Exit Films
  • Director: Julius Avery
  • Producer: Michael Cody
  • Media Agency: OMG
  • Strategy Agency: Naked Communications
  • Social Media Agency: We Are Social
  • Public Relations: Hausmann Communications
  • Retail: Media Merchants

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