Sony Mobile has announced a new global brand positioning that will be backed up by an integrated campaign around the world, despite recent news that spending on mobile devices is to be cut in an effort to return to profitability.

Sony call the campaign a “bold new approach” for its mobile division that focuses on empowering customers to experience the extraordinary in their everyday lives, with the core message developed using social listening across Facebook, Twitter, Instagram and YouTube.

The campaign will include outdoor and in-retail elements, but the main thrust will be digital, with YouTube pre-rolls and VOD a key element, and overall marketing spend matching the launch of the companys Z3 handset.

The marketing push comes despite the news that Sonys corporate strategy would focus on cost-cutting exercises after the firm posted a full-year net loss of ¥128.4bn (£726m).

As recently as last month, Kazuo Hirai, chief executive of Sony, told the BBC there was “no guarantee” for the companys mobile or other divisions. The marketing push suggests the firm may be putting a pin in future product development and is instead seeking to squeeze what it can out of existing inventory.

“We had a very positive response at Mobile World Congress to our new communications approach and we are excited to launch this bold and differentiated creative platform to our customers,” said Dennis van Schie, chief commercial officer at Sony Mobile.

“It truly celebrates customers by putting them at the heart of how we communicate, and showcases the immersive and creative experiences that our best in class products deliver, putting the power in their hands to discover the extraordinary in the everyday.”