Sony Xperia Z3
Demand Great campaign
Brief:
To launch the new Sony Xperia Z3 Smartphone Series, Sony Mobile created the global campaign "Demand Great". A campaign that, though being "great" (pun intended), some local markets such as Spain and France would probably not relate to. 
To solve this challenge, Sony Mobile Spain asked us to create a local campaign for both markets showcasing the details between a "good" smartphone and a "great one", while encouraging consumers not to compromise when buying a new phone.
Running across TV, print, digital, online, social, retail and beyond, under the tagline "Don’t settle for average", the local campaign for Demand Great should also aim to highlight the product benefits of the new range: low-light sensitive camera, 4K video recording, waterproof design, 2-day battery, PS4™ gaming, unique camera apps and great new accessories to complement your phone.
Solution:
Sony Mobile’s Xperia Z3 series are for people to whom "good" isn’t good enough. Our campaign should tap into the passion of the people who are always expecting the best performance from their smartphone or tablet.
To do so, we came up with an online video campaign showing how an everyday good moment could be transformed into the greatest one. We counted on Andrés Iniesta, Barcelona F.C. player; and Álex González and Hiba Abouk in Spain; with Tomer Sisley and Pauline Lefèvre in France. All of them recognized cinema actors and TV presenters.
As part of the integrated campaign we also developed branded content published across social channels, with Facebook, Twitter and Instagram at the core.
PS4™ gaming TVC
Talent: Andrés Iniesta, Barcelona F.C. player
VO:
"Having a free afternoon and playing quietly with the kids at home is nice. 
Having a secret hideaway and resuming your PlayStation 4 game by connecting from your Xperia Z3... Now, that's great. 
And your smartphone... is capable of doing this?
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
Waterproof design TVC
Talent: Pauline Lefèvre, French actress and TV presenter
VO:
"To start the day cleaning Pauline's swimming pool, while enjoying the view, is nice.
Joining a pool party with her best friends to end up taking pictures underwater with your waterproof Xperia Z3... Now, that's great.
And your smartphone... is capable of doing this?"
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
4K video recording
Talent: Álex González, Spanish actor
VO:
"Álex González taking you to a secluded beach and catching a lobster for dinner, is nice.
To watch him emerge from the water in slow motion thanks to your Xperia Z3 compact... Now, that's great.
And your smartphone... is capable of doing this?"
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
2-day battery TVC
Talent: Hiba Abouk, Spanish actress
VO:
"Spending a romantic weekend camping in the middle of nowhere with Hiba Abouk is nice.
Your Xperia Z3 still having enough juice to binge-watch shows until help arrives, even after a day and a half... Now that's great.
And your smartphone... is capable of doing this?"
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
Life-log app and new Smartband
Talent: Tomer Sisley, French actor and comedian
VO:
"Tomer Sisley being your personal trainer and inviting you to his home is nice.
Checking in your Xperia Z3 that you still have energy and a whole lot of calories to burn … Now, that's great!
And your smartphone... is capable of doing this?"
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
Low-light sensitive camera. Álex González
Talent: Álex González, Spanish actor
VO:
"Getting bitten by a handsome vampire at a dimly lit Halloween party is a fang-tastic experience. 
But figuring out it's Alex Gonzalez thanks to the low-light camera in your Xperia Z3 Compact… Now, that's great!
And your smartphone... is capable of doing this?"
Don't settle for good. Demand great.
New Xperia Z3, by Sony.
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