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Sony Xperia S

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The Xperia brand is Sony Mobile’s first venture into the smartphone market. As the target audience was 16-55 year old existing smartphone owners, and those intending to purchase a smartphone in the next six months, cinema was the ideal media platform.

Veröffentlicht in: Technologie
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Sony Xperia S

  1. 1. SONY XPERIA SJULY 2012
  2. 2. BACKGROUND Presentation title/date here
  3. 3. BACKGROUNDThe Xperia brand is Sony Mobile’s firstventure into the smartphone market.They enter a crowded sector dominated byApple’s iPhone, but Samsung’s Galaxy III istheir primary Android competitor.The campaign objectives were to:• raise awareness• increase brand preferenceThe target audience was 16-55 year oldexisting smartphone owners, and thoseintending to purchase a smartphone in thenext six months.The campaign also ran across TV, VoD,Press, Outdoor and Online. Presentation title/date here/Source or author
  4. 4. BACKGROUNDCampaignMay 25th – June 21stFieldworkMay 28th – July 1stMethodologyOnline tracker collecting 100 ‘lastweek’ cinemagoers* per week forfive weeks.This group could then becompared to Sony’s main Mobiletracker.All survey questions were identicalto the main Sony Mobile tracker.
  5. 5. AWARENESS &PREFERENCE
  6. 6. AWARENESSDid Sony manage to increase awareness despite the crowded marketplace?Sony Xperia S Sony Xperia S HTC HTC Nokia Nokia Blackberry Blackberry Samsung Samsung Wk 22 Wk 23 Wk 24 Wk 25 Wk 26
  7. 7. AWARENESSSpontaneous smartphone awareness amongst cinemagoers was almost40% higher than that measured through Sony’s main tracker Smartphone brand awareness (%) 19 19 17 16 15 Sony Mobile main tracker (13%) Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 cinema campaign period
  8. 8. AWARENESSPrompted smartphone awareness amongst cinemagoers wasalmost 11% higher than that measured through Sony’s main tracker Smartphone brand awareness (%) 84 80 77 76 Sony (Main Tracker) 75 Sony (Cinema) 73 72 71 71 70 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 cinema campaign period
  9. 9. PREFERENCE Preference for Xperia amongst Cinemagoers outstripped that of the Control sample during the opening three weeks of the campaign Smartphone brand awareness (%) Samsung (CMT)30 Samsung (Cinema)25 Blackberry (CMT) Blackberry (Cinema)20 Nokia (CMT)15 Nokia (Cinema) HTC (CMT)10 HTC (Cinema) 5 Sony (CMT) Sony (Cinema) 0 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 cinema campaign period
  10. 10. CUT THROUGH &ATTRIBUTION
  11. 11. CUT THROUGHRecognition of the Xperia creative increased throughout thecampaign period, and remained strong after the activity had ended 170 166 128 122 105 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 cinema campaign period
  12. 12. ATTRIBUTIONCinemagoers were more likely to correctly identify Xperia as theadvertised manufacturer brand 11 12 16 9 Other 3 4 20 Nokia 20 Apple Other 56 Android 49 Xperia S (CMT) Xperia S (Cinema)
  13. 13. SUMMARY JuneCinema performed extremely well with July On average prompted awareness wasregard to the primary objective of raising 11% higher amongst cinemagoers thanawareness of the Xperia S. amongst other respondents.Across the campaign period Cinemagoers were 13% more likelyspontaneous awareness amongst than other respondents to correctlycinemagoers was 40% higher (on identify Sony as the manufacturer.average) than amongst respondentsfrom the main Sony Mobile tracker.
  14. 14. THANK YOU

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