Sony Xperia S
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Transcript of Sony Xperia S
SONY XPERIA S
JULY 2012
BACKGROUND
Presentation title/date here
Presentation title/date here/Source or author
BACKGROUNDThe 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.
BACKGROUNDCampaign
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.
AWARENESS & PREFERENCE
AWARENESSDid Sony manage to increase awareness despite the crowded market place?
Sony Xperia S
HTC
Nokia
Blackberry
Samsung
Sony Xperia S
HTC
Nokia
Blackberry
Samsung
Wk 22 Wk 23 Wk 24 Wk 25 Wk 26
Spontaneous smartphone awareness amongst cinemagoers was almost 40% higher than that measured through Sony’s main tracker
AWARENESS
Wk 22 Wk 23 Wk 24 Wk 25 Wk 26
19 1917
1615
Smartphone brand awareness (%)
Sony Mobile main tracker(13%)
cinema campaign period
Prompted smartphone awareness amongst cinemagoers was almost 11% higher than that measured through Sony’s main tracker
AWARENESS
Wk 22 Wk 23 Wk 24 Wk 25 Wk 26
71
73
70
7271
84
80
7776
75
Smartphone brand awareness (%)
Sony (Main Tracker)Sony (Cinema)
cinema campaign period
Preference for Xperia amongst Cinemagoers outstripped that of the Control sample during the opening three weeks of the campaign
PREFERENCE
Wk 22 Wk 23 Wk 24 Wk 25 Wk 260
5
10
15
20
25
30Smartphone brand awareness (%)
Samsung (CMT)
Samsung (Cinema)
Blackberry (CMT)
Blackberry (Cinema)
Nokia (CMT)
Nokia (Cinema)
HTC (CMT)
HTC (Cinema)
Sony (CMT)
Sony (Cinema)
cinema campaign period
CUT THROUGH & ATTRIBUTION
Recognition of the Xperia creative increased throughout the campaign period, and remained strong after the activity had ended
CUT THROUGH
Wk 22 Wk 23 Wk 24 Wk 25 Wk 26
105
122
128
170166
cinema campaign period
Cinemagoers were more likely to correctly identify Xperia as the advertised manufacturer brand
ATTRIBUTION
Xperia S (CMT) Xperia S (Cinema)
49 56
2020
4316 9
11 12
Other
Nokia
Apple
Other Android
Sony
June JulyCinema performed extremely well with regard to the primary objective of raising awareness of the Xperia S.
Across the campaign period spontaneous awareness amongst cinemagoers was 40% higher (on average) than amongst respondents from the main Sony Mobile tracker.
SUMMARY
On average prompted awareness was 11% higher amongst cinemagoers than amongst other respondents.
Cinemagoers were 13% more likely than other respondents to correctly identify Sony as the manufacturer.
THANK YOU