Sony launches marketing campaign for Xperia handsets


Manufacturer to begin multimillion pound campaign for its new Xperia handsets with a television advert this Saturday 

Sony Mobile Communications will this week begin a multimillion advertising campaign for its new Xperia handsets.

The campaign, which has the tagline ‘Made of Imagination’, begins on Saturday evening with a 60 second commercial directed by Academy Award nominee Wes Anderson.

It will be the first phase of the campaign that will run across TV, print, digital, billboards and retail over the course of this year.

The print campaign will be centred around the words ‘Play, Watch, Listen, Create’, used by the manufacturer to highlight the features of the new phones. This campaign is currently making its debut across European markets and will be rolled out globally.

Sony Mobile Communications chief marketing officer Steve Walker said: “Xperia smartphones are a cornerstone of Sony’s entertainment experience and we wanted to create a campaign that is true to Sony, one that is unique, memorable and sparks consumers’ curiosity and imagination.”

Sony released the Xperia S (pictured) in the UK on March 9, available through all major high street retailers and mobile operators, except for Vodafone. The Xperia P and U will go on sale from May.