Today Sony unveiled their launch commercials for the newly released Xperia Ion on AT&T. 聽The commercials highlight the Xperia Ion’s immersive multimedia experience, including the available multimedia dock. 聽For those that may not be aware, the Xperia Ion聽is a聽1.5ghz dual-core device with a 4.6鈥� HD Reality display (1280脳720). 聽The Xperia Ion also features a 12mp rear camera with 1mp HD capable front,聽16gb聽of on board storage, DLNA, NFC, HDMI, LTE, and on top of that, is Playstation certified. 聽However, at $99 with a two year agreement, the Xperia Ion’s best feature is definitely its price. 聽Take a look at Sony’s 60-second Xperia Ion spot below.
ATLANTA,聽June 25, 2012聽/PRNewswire/ –聽Today Sony Mobile Communications (USA) Inc. launches a campaign featuring its first-ever national television commercial introducing the Xperia ion as Sony’s first LTE smartphone now available exclusively on AT&T. The TV spot is just one part of a fully integrated campaign which includes television, digital, out-of-home, social media and print components. 聽The campaign emphasizes Sony’s connected entertainment and the unique HD everywhere experience that is brought to life by the Xperia ion.
(Photo:聽聽http://photos.prnewswire.com/prnh/20120625/NY29757聽)
The launch of Xperia ion makes its mark as the launch of the first Sony -branded LTE smartphone in the U.S. and delivers on the company’s strategy to offer premium entertainment experiences across multiple screens. The campaign behind it is designed to build awareness for Sony’s mobile offerings that will appear under the Xperia name.
Peter Farmer, Vice President of Marketing for聽North America聽at Sony Mobile Communications said, “The Sony brand has long been synonymous with entertainment and innovation, and this campaign shows how the Xperia ion continues this tradition by providing consumers with a truly connected entertainment experience that only Sony can offer.”
An Integrated Campaign
The Xperia ion national advertising campaign was developed by McCann Worldgroup and is an extension of Sony’s global ‘Made of Imagination’ campaign platform. It kicks off with a television spot, directed by Emmy-nominated music video director聽Paul Hunter.聽 The spot also includes familiar and timely Sony brand assets such as The Amazing Spider-Man and new music by Sony/RED distributed music artist Matt & Kim. Phase one of the campaign, which will be deployed across television, print, digital, out-of-home and retail will roll out over the next couple months.
“To launch the Made of Imagination platform for Sony Mobile in the US, we wanted to show how the Xperia ion can unlock amazing entertainment experiences that totally immerses users,” said Mat Bisher, Creative Director at McCann New York. “We wanted to bring it to life in a way that felt exciting and imaginative.”
The 60 and 30-second launch commercials, takes viewers on an entertaining, imaginative journey following an Xperia ion user walking to his apartment, as the experiences on his phone come to life around him. Artist Matt & Kim play their latest single “Let’s Go,” Spider-Man stops a thief, and a full-scale military assault takes place, all on one block. The TV spot can be viewed on Sony Mobile’s US YouTube channel:聽http://www.youtube.com/sonyxperiaus.
To augment the TV spot to online, digital agency LBi conceived of and created microsite聽Xperia World聽(http://www.sonymobile.com/xperiaworld) demonstrating the Xperia ion’s promise of immersive entertainment. LBi shot the same scene captured for the TV commercial from multiple angles and repurposed it for the microsite as a massive high-definition photo, creating a virtual city street with Sony entertainment properties including movies, TV shows, bands, songs and games. Users are encouraged to share their experience through social channels like Facebook, Twitter, Google+ and Pinterest with a challenge to find all the different Sony entertainment properties contained in the single block.
TV spot Credits:
Title: “One Block”
Agency: McCann New York
Chairman:聽Linus Karlsson
Vice Chairman:聽Andreas Dahlqvist
Co-Chief Creative Officers:聽Tom Murphy,聽Sean Bryan
Creative Directors:聽Jason Schmall, Mat Bisher
Executive Producer: Greg Lotus
Production Company: Prettybird
Director:聽Paul Hunter
DP:聽Larry Fong
Executive Producer:聽Ali Brown
Head of Production:聽Leslie Evers
Line Producer:聽Tom Meloth
Editorial: Final Cut
Editor:聽Stephen Berger
Visual Effects: Mass Market, Full Scale Effects
FX Supervisor:聽David Peterson
Pricing and Availability
Xperia ion is now available exclusively through AT&T and costs just聽$99.99聽with a two-year agreement. The new Xperia ion is ideal for creating and showcasing premium entertainment with video, photo, gaming and music.聽 For more information on this all-new 4G LTE Android smartphone, visit聽www.sonymobile.com/Xperiaion.
Source:聽PR Newswire聽(http://s.tt/1fNvN)
