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 good", 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; and 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:
"An evening off to play with the children at home... is good.
Having a secret place to hide resuming your PS4 game on your Xperia Z3... That is great!
Don´t settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
Waterproof design TVC
Talent: Pauline Lefèvre, French actress and TV presenter
VO:
"Pauline hiring you to make sure her pool is always clean while enjoying a great view... is good.
Arranging a pool party with her friends where you end up taking pictures in the water with your waterproof Xperia Z3… That is great!
Don't settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
4K video recording
Talent: Álex González, Spanish actor
VO:
Álex González taking you to a lost beach and catching a lobster for dinner... is good!
Being able to enjoy watching him come out of the water, in slow motion with the slow motion function of your Xperia Z3… that is great!
Don't settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
2-day battery TVC
Talent: Hiba Abouk, Spanish actress
VO:
"Hiba Abouk wanting to spend a romantic weekend, camping with you, in the middle of nowhere... is good!
That your Xperia Z3 still has enough battery life, after a day and a half, to watch films and series until you are rescued... That is great!
Don't settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
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 good
Checking in your Xperia Z3 that you still have energy and a whole lot of calories to burn … That is great!
Don't settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
Low-light sensitive camera. Álex González
Talent: Álex González, Spanish actor
VO:
"A seductive vampire taking advantage of the darkness in a Halloween Party to bite you… is good.
But if thanks to the low-light feature of the camera in your Xperia Z3 you realize it is Álex González… That is great!
Don't settle for good, demand great.
New Xperia Z3, by Sony.
Can your smartphone do that?"
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