Extraordinary Everyday

London – Sony's Extraordinary Everyday campaign highlights what can be achieved through the use of a Sony mobile.

• Smartphone enables individuals to discover the extraordinary in the everyday
• Sony has seen a 28.7% year-on-year growth in its smartphone sales

In an open dialogue with its customers, Sony's campaign shows how Xperia mobile users can see the extraordinary in the everyday. Leading with the evocative statement ‘I Can’, customers state their achievements as a Sony-enhanced being – ‘I can stay awake for days’ refers to the phone's extended battery life, while ‘I can survive under water’ communicates the phone's waterproof feature. Powerful imagery, inspirational music and the evocative statement ‘I Can’ combine to present a strong articulation of enhanced being across the digital and offline space.

The Big Picture: Sony has used the concept of Awakening Tech as the focal point of its brand campaign.