Xperia Play is the first mobile phone with a Playstation certificat. It's a big promise SonyEricsson needs to live up to, otherwise the phone will just be another random gamephone.

So, where can we find this emotional spark to an androidphone? Well, we give the gamers something that will make their gaming-hearts pound hard. Nostalgia. It's the retro-games that once made them buy the gaming console and made them into the gamers they are today. Together with Playstation, SonyEricsson will create a new sequel of a beloved retro-game. This to prove that SonyEricsson is worthy the Playstaion certificat.

With this game-release we want to take the opportunity to rebuild SonyEricssons communication. SonyEricsson needs to stand out and show that they are unique. Like the godfather Playstation, SonyEricsson should be associated with fantasy and surrealism. We decided to tell the story about SonyEricsson, how they came up with the retrogame and the Xperia Play phone. To illustrate the story we'll use japanese animé which already stands for fantasy and surrealism.

Here is the character background of Sony and Ericsson:

The story will be outed like 1 minutes ads, on TV and on the web. In each episode we will leave a clue of wich game we will release. Here is a scetch of the first two ads:

This is a new way for SonyEricsson to communicate their mutual brand. The caracters and the story will create a completely unique possition on the market. In contrast to other mobile phone manufactures who just try to follow Apple, and copy their logic and design, SonyEricsson will create their own path where fantasy and surrealim will be the soul of their communication.

Together with Kimberly Trapnell, copy.