Sony Mobile launches new Xperia™ campaign showcasing connected entertainment experiences

Integrated marketing campaign highlights One-touch function to share music and images between smartphones and other Sony products

Sony Mobile Communications (“Sony Mobile”) has unveiled the second phase of its ‘Made of Imagination’ marketing campaign, which demonstrates how Xperia smartphones offer consumers the best 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 commitment to innovative use of NFC. The 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 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.

Steve Walker, Chief Marketing Officer at Sony Mobile said, ”Xperia smartphones are at the heart of Sony’s wider strategy of delivering connected entertainment experiences and a common user experience across devices. 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.”

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 here: http://www.youtube.com/watch?v=Pe6R_ITMILM&hd=1

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 hashtag #tweetsinger, that turns people’s tweets into songs and will go live on www.sonymobile.com on September 10th.

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.

About Sony Mobile Communications
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences. For more information: www.sonymobile.com