Sony Mobile Launches New Xperia Campaign
Sony Mobile Communications has unveiled the second phase of its ‘Made of Imagination’ marketing campaign, which demonstrates how Xperia smartphones offer consumers connected entertainment experiences.
The campaign showcases how consumers can instantly ‘unleash’ music or images from their Xperia smartphones with other Sony products using simple One-touch function, enabled by Near Field Communication (NFC) technology.
The integrated campaign, which will be deployed across TV, print, digital, out-of-home and retail, highlights Sony Mobile’s use of NFC. The campaign starts in the UK and will roll out in other markets over the coming months.
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It includes two distinctive TV adverts and the first, which airs for the first time on 7th September, shows how music playing on an Xperia smartphone can be instantly transferred to a speaker with a single touch.
The second advert, which airs in early October, explains the simple process of capturing and sharing images by touching smartphones together.
Meanwhile, Sony has launched Xperia Tablet S, a thin and light device packed with original applications and Sony exclusive features. The new device joins Sony’s smartphones under the Xperia sub-brand. (Read: Sony Xperia Tablet to Control Your Living Room)
“Xperia smartphones open the door to a world of imagination and we have created a vibrant campaign to show the possibilities of One-touch function, whether creating, sharing or listening to content,” said Steve Walker, chief marketing officer, Sony Mobile.
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The distinctive art work is used in the TV adverts and throughout the print campaign. The soundtrack is provided by British group, Crystal Fighters with a song called Follow.
The integrated campaign, which was developed by agency partners, McCann London, PHD, Momentum and LBi, will feature a social media campaign called Tweetsinger supported by Twitter hashtag #tweetsinger that turns people’s tweets into songs and will go live on http://www.sonymobile.com on September 10th.
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Sony Mobile is showcasing its new range of Xperia smartphones with One-touch function, Xperia T and Xperia V at the consumer technology trade show IFA in Berlin.
Visitors to Sony’s stand can see demonstrations of how music is transferred from smartphones to headphones and speakers, as well as how images are moved to compatible PCs through One-touch function.