New Xperia Campaign Showcased by Sony Mobile

Telecommunications experts at Sony Mobile have brought to light the latest stage of their Xperia “Made of Imagination” marketing campaign.

The campaign showcases how Xperia smartphones provide consumers with the best connected entertainment experience.

Highlighting its One-touch function, Xperia’s consumers can share images and music from their smartphones with other Sony products.

The One-touch feature is said to be enabled by Near Field Communications (NFC) technology.

The integrated marketing campaign will be rolled out across print, digital, TV and retail, showcasing the company’s commitment to NFC technology. It will initially deploy in the U.K. market and roll out in other markets in later months.

The campaign was created and developed by McCann London, PHD, Momentum an LBi, Sony’s agency partners and is shown in 2 TV adverts, the first of which aired September 7.

The second advert will air sometime in early October.

Both TV adverts will show how music on an Xperia smartphone is transferred with just one touch and how the process of sharing images and music is as simple as touching smartphones together – similar to the popular Bump app.


Image via Shutterstock

The integrated campaign will be supported by a social media campaign called Tweetsinger, which converts people’s tweets into songs. Supported by the Twitter hashtag, #tweetsinger, the social media campaign goes live on Sony Mobile’s website today, September 10.

“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 at Sony Mobile.

Sony Mobile will also be showcasing its new array of Xperia One-touch function products at IFA 2012, a consumer technology trade show in Berlin. Visitors will be able to see the company’s newest products like the Xperia T and Xperia V, as well as demonstrations of the One-touch feature.

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