Sony Mobile Communications has entered the second stage of its ‘Made of Imagination’ campaign, promoting Xperia smartphones and its entertainment features.

Photo: Sony Xperia One-touch function, clickable

The new all-integrated campaign by McCann London, PHD, Momentum and LBi, focuses on the Xperia’s options to easily play off music or capture with its One-touch function based on the NFC technology. The campaign encompasses TV, print, digital, out-of-home and retail was launched in the UK and expands to other markets over the coming months.

It includes two dynamic and youth-oriented TV adverts. The first one kicks off on September 7 demonstrating how users can transfer music playing on an Xperia smartphone to a speaker with a single touch. The second ad planned to air starting early October shows how simple the process of capturing and sharing images on Xperia is. The ads feature a soundtrack by British group, Crystal Fighters.

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 campaign will also be supported on Twitter with the so called Tweetsinger at hashtag #tweetsinger, which will turn people’s tweets into songs starting September 10.

Sony Mobile was also 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. The first Xperia series was launched in spring 2012.