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SONY XPERIA S

SONY XPERIA S. JULY 2012. BACKGROUND. Presentation title/date here. 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.

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SONY XPERIA S

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  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

  7. AWARENESS Spontaneous smartphone awareness amongst cinemagoers was almost 40% higher than that measured through Sony’s main tracker Sony Mobile main tracker (13%) cinema campaign period

  8. AWARENESS Prompted smartphone awareness amongst cinemagoers was almost 11% higher than that measured through Sony’s main tracker cinema campaign period

  9. PREFERENCE Preferencefor Xperia amongst Cinemagoers outstripped that of the Control sample during the opening three weeks of the campaign cinema campaign period

  10. CUT THROUGH & ATTRIBUTION

  11. CUT THROUGH Recognitionof the Xperia creative increased throughout the campaign period, and remained strong after the activity had ended cinema campaign period

  12. ATTRIBUTION Cinemagoers were more likely to correctly identify Xperiaas the advertised manufacturer brand

  13. SUMMARY June July Cinema 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. 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.

  14. THANK YOU

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