1. Sony Creative Strategy & Idea

2. Creative Strategy

3. Defining the problem
Sony has a wide range of products, some of which will be
launching over the summer. We need to drive awareness of
these products and their benefit to the consumer over the
summer period.
The Sony brand is at the forefront of technological integration.
From Smart TVs to Wi-Fi enabled cameras, Sony is a Social
brand. Our target consumers produce, consume and share
content across various social media channels and across various
Sony devices. But they don’t have one central place where
they can monitor their social life. Sony currently provides the
technology to create and consume content, but no centralised
location to monitor the various types of content their consumers
are interacting with.

4. “#OMG
Solution I love
As many of Sony’s products are social media this place.
enabled and consumers are ready and willing to
share, generate and view content, Sony have an So hot!!”
opportunity to pull together all the various social @SydGrl93 Sydney 9:47AM
media platforms into one place and facilitate WITH SONY VAIO
social sharing of content for their consumers.
We can then use this content to feed tactical
advertising messages tailored to each product,
giving consumers proof that Sony truly is social.

5. Insight

6. “You are what you share!”
Online; you are defined by the content you share. You can define Research from one of Australia’s leading media partnerships
yourself as anything, from a ‘foodie’ who takes amateur food shots surveyed more than 7000 Australians and found that 41% of
on Instagram, the ‘funny’ guy who shares every Failblog photo or people reported posting on Facebook while watching TV, while
an arty film maker who shares videos directly from your camera to 25% had watched a TV show based on a recommendation from
YouTube, just to name a few. a friend via a social networking site. These numbers are growing
year on year.
www.bandt.com.au/news/latest-news/social-tv-on-the-rise
> Humans are social animals.
Research like this confirms that people now consume and produce
> We are what we share. content in a social way. Whether it something we’re watching
> Sony makes social products. on TV, what we’re currently reading on an e-reader, photos that
> Sony facilitates sharing. we take on a mobile device or on a Wi-Fi enabled camera, or
> Sony is Social. browsing live content on the internet with a tablet, PC or mobile
device - we now share that content with our friends across various
social media channels because it defines who we are.

7. Sony’s Social Products
NEW Sony NEW NEW SONY NEW NEW
NEW
Products WINDOWS 8 CYBERSHOT SONY VAIO SONY ACTION
e-READER
TABLET CAMERA LAPTOP CAM
Social ALL PHOTOS BOOKS + ONLINE ALL VIDEO
Content CONTENT VIDEO BOOKSTORE CONTENT CONTENT

8. Creative Idea

9. Animated Icons
Brand & Device Icons
Sony Summer Social Windows 8 Tablet Action Cam Cybershot Sony Vaio e-Reader
SummerSummer Social Summer Summer
SummerSummer Social Summer
Social Summer Social Summer
Summer
Social Summer Social
Social Content Icons Social Social Social
Social Social Social
Summer Social Summer
Photos Videos
Social Tweets Facebook Youtube e-book
Music Apps Store

10. How it works
BANNER SUITES
Promoting & driving to:
- Promotions
- Sony is a social brand
SONY DEVICES - Poduct banners
W8 Sony E-Reader SONY SOCIAL LIVE EVENTS
Tablet Cybershot Experiential / Activations
- Live screenings of the winning videos from
Vaio Action Sony’s Summer Social Challenge.
Laptop Cam
- Sony’s Family day out - Full range display
- Single activation for staggered launch dates:
- Sporting events = Action cam
Other - Beach party = Cybershot camera
devices
Sony Summer Social - Pop-up stands = Vaio laptop
(destination)
Desktop | Tablet | Mobile
Social content
Share & Win Summer Social Sony’s Summer
Site content Summer Social Upload
Your profile (Reward users for
(Photo upload comp) Tweet Review Social Challenge
consuming content) (e-Reader 125 word comp) (Video upload comp)
Comment & share
*UGC CONTENT POSSIBILITIES
Share & Win Collecting UGC allows us to funnel tactical advertising messages back
out to the world in the form of videos / banners / TVC’s / Outdoor print
and video pre-rolls which prove that Sony is a social brand.

11. Competitions
Share & Win
1. (Reward users for Consume content Entry form WIN = Prize
consuming content)
Summer Social Upload Enter comp &
2. Gallery WIN = Prize
(Photo upload comp) upload photo
SS
Summer Social Enter comp &
3. Tweet Review upload comment
Gallery WIN = Prize
(e-Reader 125 word comp)
SS
SS
Pre-produced
hero products and people
Sony’s Summer
4. Social challenge Public winner
Top 10 chosen
(Video upload comp) for voting
User films
Enter Comp &
experience Public vote
upload footage
with friends
Most votes
= Grand prize
Top 10 also
SS
sit on FB