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1、1THE BRIEFTHE BRIEF To strengthen Cyber-shot sub brand image in China market To increase Cyber-shot awareness第1页/共32页2AGENCY VIEWPOINTAGENCY VIEWPOINT The brand 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 cons

2、umer insights In light of the key category communication trends In line with the contribution that the brand is making to the SONY mega brand第2页/共32页3SONY - THE BRAND ARCHETYPESONY - THE BRAND ARCHETYPETHE CREATORU SERIESP SERIESF SERIESINDIVIDUAL MODELS第3页/共32页4CONSUMER INSIGHTSCONSUMER INSIGHTS第4页

3、/共32页5SONY品牌迷恋者对于SONY产品他们并不陌生，他们自觉成SONY产品延伸和升级的消费者，SONY品牌对他们意味者： 科技领先 工艺精美 外观时尚 性能可靠 风格独立第5页/共32页6SONY的先进和完美既是他们审美的方向，又是他们自身心向往之的行为风格专业专业（迷恋自己的专业，有专业追求，但他们不是摄影的专业人士）精致精致（喜欢社交、人格开放、生活富裕但不具有贵族气质）时尚时尚（追求现代生活方式，但不过分另类）可靠可靠（这是青壮年一族，有责任心或有选择地承担责任，独立， 控制欲强、在他人的依赖感中欣赏自己）独立独立（无论经济还是情感都较为独立，崇尚创造，拒绝模仿） 第6页/共32

4、页7他们了经历的时代的巨变，并成为时代的受益者，因此他们的为人处世带有明显的时代烙印，但他们是时代的探索者、不保守、行动力强消费决策消费决策感性但不浪费，关注价格但不过分敏感，不盲目选择也不过分追求信息的完整。品牌追随品牌追随不是顶尖品牌的发烧友，但对熟悉的大品牌有持久的追随。对品牌有狗性般的忠诚，但一再失望就会成为该品牌的敌人。社会地位社会地位他们处于各级的中层，经济收入稳定。 第7页/共32页8社会地位社会地位他们处于各级的中层，经济收入稳定。生活方式生活方式内心有着对远方的渴望，旅游、俱乐部、不期而遇、艺术活动、怀旧是他们的浪漫方式，但他们追求相对的稳定，反对无原则的破坏，他们离经不叛道

5、，犯上不作乱，信奉：君子好色不好淫。事业追求事业追求毫无疑问，无论他们是否在工作中取得了理想的成就，但他们是努力工作的一群，他们崇尚科学精神，有理想主义倾向。 第8页/共32页9最值得关注的是：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，他们以这种印证为自豪。 第9页/共32页10Cyber-shot RIDING TECHNOLOGY AND Cyber-shot RIDING TECHNOLOGY AND STYLESTYLE Category intrinsically lifestyle oriented Technological advancement

6、in proportion to lifestyle aspirationsTechnologyNOT the ONLY differentiating NOT the ONLY differentiating factorfactorLifestyleNot aspirational unless backed Not aspirational unless backed by technological by technological advancement supportadvancement supportRelationship第10页/共32页11CATEGORY DYNAMIC

7、SCATEGORY DYNAMICSTechnology / Feature ledDramatization of benefitsCELEBRITYEndorsementTechnology associations / Imagery associationsNOT NECESSARILY LINKED STRONGLY第11页/共32页12Cyber-shot UNDERSTANDING THE RELATIONSHIPCyber-shot UNDERSTANDING THE RELATIONSHIPPROCESSSHAREInteraction with the subject po

8、werInteraction with the image ownership / control- CreativityInteraction with others sharing output / sharing the featuresCAPTUREBehaviourInternalisationRECOGNITION / APPRECIATIONTHE IMAGECaptures ImaginationAllows for creativityReflects inner selfSELF - EXPRESSION第12页/共32页13THE BRAND ESSENCETHE BRA

9、ND ESSENCE“ “IMAGE ENRICHMENT BY IMAGE ENRICHMENT BY Cyber-shotCyber-shot” ”Technology that Enriches the IMAGEEnriched lifeThrough self expressionThe Consumer DesireThe Product第13页/共32页14THE Cyber-shot BRAND PILLARSTHE Cyber-shot BRAND PILLARSIMAGE ENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINAT

10、IONSUPERIORSTUNNINGLY DIFFERENTFASHIONABLETASTEFUL第14页/共32页15THE Cyber-shot BRAND ARCHITECTURETHE Cyber-shot BRAND ARCHITECTUREU SERIESTECHNOLOGY FOR TECHNOLOGY FOR CURIOSITYCURIOSITYP SERIES P10 leadsTECHNOLOGY FOR TECHNOLOGY FOR CREATIVITYCREATIVITYF SERIESTECHNOLOGY FOR TECHNOLOGY FOR PERFECTIONP

11、ERFECTIONTHE THE CREATORCREATORFashionable, Stunningly Different, Technologically Superior, TastefulIMAGE IMAGE ENRICHMENTENRICHMENTFashionable Stylish/CompactYoung /Fun5 MEGA PIXELSHi Tech/Trendy Unique styleLens/CCD QualityProfessional image第15页/共32页16APPROACH 1: NARROWCASTINGAPPROACH 1: NARROWCAS

12、TINGBY REFLECTIONIMAGEShould reflect the advantage that technology bringsShould reflect the consumer PsycheShould reflect the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, Superior第16页/共32页17APPROACH 2: BROADCASTINGAPPROACH 2: BROADCASTINGBY ASSOCIATION

13、TO ROLE MODELSIMAGEShould associate with the technological advantageShould associate with the consumer PsycheShould associate with personality traits of the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, Superior第17页/共32页18CREATIVE PRESENTATIONCREATIVE PR

14、ESENTATION第18页/共32页19Cyber-shot Events Cyber-shot Events 第19页/共32页20EVENT OBJECTIVESEVENT OBJECTIVES Grand Launch Impact About Lifestyle About “Creativity” Enhance Product Knowledge Drive Product Off-take第20页/共32页211. “Create your Cyber-shot”1. “Create your Cyber-shot” The idea : Sony creates exotic

15、 “photo opportunities” for you, all around Sony creates exotic “photo opportunities” for you, all around ChinaChina The “Photo Opportunities” Exotic “objects” placed in popular, high traffic areas (e.g.人民广人民广场场, , 新天地新天地), termed “Sony Creations” A total of 10 creations in BJ/SH/GZ Each photo taken

16、at “Sony Creations” sites can be sent to Cyber-Cyber-shot Online Exposhot Online Expo entitled to premium / gifts with purchase of the P10第21页/共32页222. Cyber-shot2. Cyber-shot照相馆照相馆 Big expo tent erected at public areas, e.g. Fu Xing Park in Shanghai Product demonstration / experience Educational ex

17、po 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 associated with the P10 The 10th, 100th, 1000th, 10000

18、th entrance to the Expo will win a P10, whereas all participants can get premiums with purchase the P10 at selected outlets 第22页/共32页23Media CreationsMedia Creations第23页/共32页24Media Creations by Cyber-shotMedia Creations by Cyber-shot Giant Building Wrap Building Rooftops MTR Photo Exhibition Galler

19、y Magazine Gatefold Magazine photography sponsorship Sony Creations Online第24页/共32页25Giant Building WrapGiant Building Wraphighlights the impact and detail of 5.0 mega pixelphotography with the new P10第25页/共32页26Metro Photo GalleryMetro Photo GalleryCREATION BY SONYBuy the whole concourse at 徐家沤徐家沤 M