索尼数码市场推广方案

1、SONY19 February 2003THE AGENDARecap of the BriefAndrew LeeConsumer InsightsMr. KongBranding StrategyNaveen RaoCreative Concepts Sam ChungEvents & MediaElla PoonConclusionAndrew LeeTHE BRIEFTo strengthen Cyber-shot sub brand image in China marketTo increase Cyber-shot awarenessAGENCY VIEWPOINTThe bra

2、nd image of Cyber-shot needs to encapsulate a clear brand essence that is the best marriage between what the product has to offer and the consumer insightsIn light of the key category communication trendsIn line with the contribution that the brand is making to the SONY mega brandSONY - THE BRAND AR

3、CHETYPETHE CREATORU SERIESP SERIESF SERIESINDIVIDUAL MODELSCONSUMER INSIGHTSSONY品牌迷恋者对于SONY产品他们并不陌生，他们自觉成SONY产品延伸和晋级的消费者，SONY品牌对他们意味者：科技领先工艺精巧外观时髦性能可靠风格独立SONY的先进和完美既是他们审美的方向，又是他们本身心向往之的行为风格专业迷恋本人的专业，有专业追求，但他们不是摄影的专业人士精致喜欢社交、人格开放、生活富有但不具有贵族气质时髦追求现代生活方式，但不过分另类可靠这是青壮年一族，有责任心或有选择地承当责任，独立， 控制欲强、在他人的依赖感中欣

4、赏本人独立无论经济还是情感都较为独立，崇尚发明，回绝模拟 他们了阅历的时代的巨变，并成为时代的受害者，因此他们的为人处世带有明显的时代烙印，但他们是时代的探求者、不保守、行动力强消费决策感性但不浪费，关注价钱但不过分敏感，不盲目选择也不过分追求信息的完好。品牌跟随不是顶尖品牌的发烧友，但对熟习的大品牌有耐久的跟随。对品牌有狗性般的忠实，但一再绝望就会成为该品牌的敌人。社会位置他们处于各级的中层，经济收入稳定。 社会位置他们处于各级的中层，经济收入稳定。生活方式内心有着对远方的盼望，旅游、俱乐部、不期而遇、艺术活动、复古是他们的浪漫方式，但他们追求相对的稳定，反对无原那么的破坏，他们离经不叛道，

5、犯上不作乱，信奉：君子好色不好淫。事业追求毫无疑问，无论他们能否在任务中获得了理想的成就，但他们是努力任务的一群，他们崇尚科学精神，有理想主义倾向。 最值得关注的是：这群消费者的人格、气质、处世理念与SONY产品互为印证，他们以这种印证为骄傲。 Cyber-shot RIDING TECHNOLOGY AND STYLECategory intrinsically lifestyle orientedTechnological advancement in proportion to lifestyle aspirationsTechnologyNOT the ONLY differentia

6、ting factorLifestyleNot aspirational unless backed by technological advancement supportRelationshipCATEGORY DYNAMICSTechnology / Feature ledDramatization of benefitsCELEBRITYEndorsementTechnology associations / Imagery associationsNOT NECESSARILY LINKED STRONGLYCyber-shot UNDERSTANDING THE RELATIONS

7、HIPPROCESSSHAREInteraction with the subject powerInteraction with the image ownership / control- CreativityInteraction with others sharing output / sharing the featuresCAPTUREBehaviourInternalisationRECOGNITION / APPRECIATIONTHE IMAGECaptures ImaginationAllows for creativityReflects inner selfSELF -

8、 EXPRESSIONTHE BRAND ESSENCE“IMAGE ENRICHMENT BY Cyber-shotTechnology that Enriches the IMAGEEnriched lifeThrough self expressionThe Consumer DesireThe ProductTHE Cyber-shot BRAND PILLARSIMAGE ENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLY DIFFERENTFASHIONABLETASTEFULTHE Cy

9、ber-shot BRAND ARCHITECTUREU SERIESTECHNOLOGY FOR CURIOSITYP SERIES P10 leadsTECHNOLOGY FOR CREATIVITYF SERIESTECHNOLOGY FOR PERFECTIONTHE CREATORFashionable, Stunningly Different, Technologically Superior, TastefulIMAGE ENRICHMENTFashionable Stylish/CompactYoung /Fun5 MEGA PIXELSHi Tech/Trendy Uniq

10、ue styleLens/CCD QualityProfessional imageAPPROACH 1: NARROWCASTINGBY REFLECTIONIMAGEShould reflect the advantage that technology bringsShould reflect the consumer PsycheShould reflect the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, SuperiorAPPROACH 2:

11、 BROADCASTINGBY ASSOCIATION TO ROLE MODELSIMAGEShould associate with the technological advantageShould associate with the consumer PsycheShould associate with personality traits of the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, SuperiorCREATIVE PRESEN

12、TATIONCyber-shot Events EVENT OBJECTIVESGrand Launch ImpactAbout LifestyleAbout “CreativityEnhance Product KnowledgeDrive Product Off-take1. “Create your Cyber-shotThe idea : Sony creates exotic “photo opportunities for you, all around ChinaThe “Photo OpportunitiesExotic “objects placed in popular,

13、high traffic areas (e.g.人民广场, 新天地), termed “Sony CreationsA total of 10 creations in BJ/SH/GZEach photo taken at “Sony Creations sites can be sent to Cyber-shot Online Expo entitled to premium / gifts with purchase of the P102. Cyber-shot照相馆Big expo tent erected at public areas, e.g. Fu Xing Park in

14、 ShanghaiProduct demonstration / experienceEducational expo teaching participants on ways to take superb photographs“Life Setting compartments ( with different settings that enhance the creativity - lighting environments, running water, small subjects) for people to experience the enrichment that is

15、 associated with the P10The 10th, 100th, 1000th, 10000th entrance to the Expo will win a P10, whereas all participants can get premiums with purchase the P10 at selected outlets Media CreationsMedia Creations by Cyber-shotGiant Building WrapBuilding RooftopsMTR Photo Exhibition GalleryMagazine Gatef

16、oldMagazine photography sponsorshipSony Creations OnlineGiant Building Wraphighlights the impact and detail of 5.0 mega pixelphotography with the new P10Metro Photo GalleryCREATION BY SONYBuy the whole concourse at 徐家沤 Metro station in ShanghaiSony Online CreationsPop-up roadblock on websitesCREATION BY SONYBuilding RooftopsShowcase exotic Sony Creation