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Sony Xperia campaign
Ilse Jurriƫn : September 6th 2012 - 09:05 CET
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SonySony Xperia smartphone campaign : Sony Mobile unveiled the second phase of its 'Made of Imagination' marketing campaign, which demonstrates how the new Xperia smartphones offer consumers the best connected entertainment experiences. The Sony Xperia 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 commitment to innovative use of NFC.

Sony Xperia campaign

Sony Xperia campaign
The Sony Xperia campaign starts in the UK and will roll out in other markets over the coming months. It includes two distinctive TV adverts and the first, which airs for the first time on 7th September, shows how music playing on an Sony 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.

Sony Xperia

Sony Xperia smartphones with One-touch function
Steve Walker, Chief Marketing Officer at Sony Mobile said, "Sony Xperia smartphones are at the heart of Sony's wider strategy of delivering connected entertainment experiences and a common user experience across devices. Sony 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."

Sony Xperia smartphones

Sony Xperia TV campaign
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 first of these TV adverts, by the directors collective Canada, can be viewed on the video below. The integrated campaign, which was developed by agency partners, McCann London, PHD, Momentum and LBi, will feature an innovative social media campaign called Tweetsinger supported by Twitter, that turns people's tweets into songs and will go live on the Sony Mobile website on September 10th.

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