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Sony Brand Launches in Smartphone Market With Global Advertising Campaign

- Brand Campaign Introduces Sony's Xperia(TM) Smartphone Offering to Consumers- Print and Television Campaign to Demonstrate How Xperia Smartphones Are 'Made of Imagination' - Award-Winning Hollywood Director Wes Anderson Creates and Directs T (March 19, 2012)

LONDON, UNITED KINGDOM -- (Marketwire) -- 03/19/12 -- This week sees the launch of a global advertising campaign to introduce consumers to the first Xperia(TM) smartphones from Sony. The expansive brand advertising campaign from Sony Mobile Communications marks Sony's return to the smartphone market and emphasizes Sony's connected entertainment experiences brought to life by Xperia smartphones.

The campaign - 'Made of Imagination' - kicks off on Saturday night with a 60-second commercial, directed by Academy Award?? nominee, Wes Anderson. This is the first phase of the Made of Imagination campaign, which will be deployed across TV, print, digital, out-of-home and retail, and will roll out over the course of 2012.

Steve Walker, chief marketing officer at Sony Mobile Communications 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. The Made of Imagination campaign demonstrates that Xperia smartphones are made of more than microprocessors and memory chips - they are designed to let consumers use their creativity and imagination to drive connected experiences that interest and excite them."

The Made of Imagination global campaign, which was developed with agency partners, McCann Worldgroup, PHD and LBi, embodies Xperia's unique approach to design and entertainment experiences offered within the world of Sony.


Director Wes Anderson turned to the imaginations of children as inspiration for the TV commercial and the script is based verbatim on the thoughts of an 8 year old boy. He was assisted by a team of animators, set designers and puppeteers. The advert, which uses the same stop motion animation techniques made famous in blockbusters such as "Coraline" and "Fantastic Mr. Fox", brings the boy's vision of how Xperia smartphones work to life. Jonsi from Icelandic group, Sigur Ros provides the music. A sneak peek of the commercial can be viewed at http://bit.ly/FQcTPU.

The print campaign reflects Sony's connected entertainment experiences that enable consumers to Play, Watch, Listen, Create. Each concept is brought to life with unique imagery and real life models that were hand built to demonstrate what is inside the smartphone. For example, for the 'Listen' concept the creative is a picture of guitar shaped like an Xperia smartphone. Sony Mobile Communications engaged the talents of renowned photographer Carl Kleiner to capture the images.

Sony Mobile Communications recently introduced Xperia(TM) U and Xperia(TM) P that join the flagship Xperia(TM) S in the NXT series. These new Xperia smartphones combine stand-out design and superior entertainment technology with the powerful performance consumers would expect from a Sony smartphone. The Xperia NXT series also provides access to Sony Entertainment Network(i), a portal for consumers to access premium entertainment such as music, movies, TV shows and more, all from one convenient account.

The print advertising campaign is currently making its debut across European markets and will be rolled out globally.

About Sony Mobile Communications

Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia(TM) smartphone portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony's world of networked entertainment experiences.

For more information: www.sonymobile.com.

"Sony" and "Sony Entertainment Network" are registered trademarks or trademarks of Sony Corporation. "Xperia" is a trademark of Sony Mobile Communications. All other trademarks or registered trademarks are the property of their respective owners.

(i)Sony Entertainment Network services are subject to availability by region, please see www.sonyentertainmentnetwork.com for more details.

Contacts:
For Media Information Please Contact:
Sony Ericsson Global Communications & PR
+44 208 762 5858
press.global@sonymobile.com
www.sonymobile.com


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