Made of Imagination – Connected and One-touch from Xperia

Sony Mobile has unveiled the second phase of its ‘Made of Imagination’ marketing campaign which showcases how consumers can instantly ‘unleash’ music or images from their Xperia smartphones, Xperia T and Xperia V,  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.

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: 

 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.

Read about our day behind the scenes of the Free Fall Fashion shoot with HTC One here.

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