Sony Xperia S to get a £15m marketing campaign in the UK

Sony Mobile Communications is planning to spend up to £15 million marketing the Xperia S in the first three months of  launch according to Mobile. The mass-market campaign will include TV, cinema and billboard advertisements.

The Xperia S will be the first Sony-branded Xperia smartphone to launch following the buyout of Ericsson from the Sony Ericsson joint venture. The campaign is believed to leverage Sony’s ‘four screen’ strategy, highlighting the crossover of Sony’s televisions, tablets and laptops with the new Xperia. All major UK carriers bar Vodafone will carry the Sony Xperia S on launch.

I am sure this is the perfect entry strategy that will see them get back on the market. There has not been much talk about the rest of the markets such as Africa or rather a majority of the emerging markets given the fact that Samsung seems to be focused on taking everything in all markets. This can be evidenced by the launching of Samsung Galaxy Note a few days after the United states and the rest of the western world... This is indeed a piece of art that deserves to make a statement hence the big budget. Go Sony!