The document summarizes the results of a campaign by Sony Mobile to promote awareness of its Xperia S smartphone through cinema advertising from May 25th to June 21st. It found that spontaneous and prompted smartphone brand awareness for Sony was significantly higher among cinema-goers compared to a main survey tracker, demonstrating the effectiveness of cinema in raising awareness. Cinemagoers also showed stronger preference for the Xperia S over competitors and were more likely to correctly attribute the phone to Sony as the manufacturer.

1. SONY XPERIA S
JULY 2012

2. BACKGROUND
Presentation title/date here

3. BACKGROUND
The Xperia brand is Sony Mobile’s first
venture into the smartphone market.
They enter a crowded sector dominated by
Apple’s iPhone, but Samsung’s Galaxy III is
their primary Android competitor.
The campaign objectives were to:
• raise awareness
• increase brand preference
The target audience was 16-55 year old
existing smartphone owners, and those
intending to purchase a smartphone in the
next six months.
The campaign also ran across TV, VoD,
Press, Outdoor and Online.
Presentation title/date here/Source or author

4. BACKGROUND
Campaign
May 25th – June 21st
Fieldwork
May 28th – July 1st
Methodology
Online tracker collecting 100 ‘last
week’ cinemagoers* per week for
five weeks.
This group could then be
compared to Sony’s main Mobile
tracker.
All survey questions were identical
to the main Sony Mobile tracker.

5. AWARENESS &
PREFERENCE

6. AWARENESS
Did Sony manage to increase awareness despite the crowded market
place?
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. AWARENESS
Spontaneous smartphone awareness amongst cinemagoers was almost
40% 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. AWARENESS
Prompted smartphone awareness amongst cinemagoers was
almost 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. 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. CUT THROUGH &
ATTRIBUTION

11. CUT THROUGH
Recognition of the Xperia creative increased throughout the
campaign 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. ATTRIBUTION
Cinemagoers were more likely to correctly identify Xperia as the
advertised manufacturer brand
11 12
16 9
Other 3
4
20
Nokia 20
Apple
Other
56
Android 49
Xperia S (CMT) Xperia S (Cinema)

13. SUMMARY
June
Cinema performed extremely well with July
On average prompted awareness was
regard to the primary objective of raising 11% higher amongst cinemagoers than
awareness of the Xperia S. amongst other respondents.
Across the campaign period Cinemagoers were 13% more likely
spontaneous awareness amongst than other respondents to correctly
cinemagoers was 40% higher (on identify Sony as the manufacturer.
average) than amongst respondents
from the main Sony Mobile tracker.

14. THANK YOU