[Techtaffy Newsdesk]

Sony Mobile has unveiled the second phase of its ‘Made of Imagination’ marketing campaign, demonstrating Xperia smartphones.  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,  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 process of capturing and sharing images by touching smartphones together.

Steve Walker (Chief marketing officer,  Sony Mobile): Xperia smartphones are at the heart of Sony’s wider strategy of delivering connected entertainment experiences and a common user experience across devices.

The integrated campaign, which was developed by agency partners, McCann London, PHD, Momentum and LBi, will feature a social media campaign called Tweetsinger supported by Twitter hashtag #tweetsinger, that turns people’s tweets into songs and will go live on September 10th.

The soundtrack is provided by British group, Crystal Fighters with a song called Follow. Watch the first of the TV adverts, by the directors collective Canada, here.