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SONY19February2003THEAGENDA•RecapoftheBriefAndrewLee•ConsumerInsightsMr.Kong•BrandingStrategyNaveenRao•CreativeConceptsSamChung•Events&MediaEllaPoon•ConclusionAndrewLeeTHEBRIEF•TostrengthenCyber-shotsubbrandimageinChinamarket•ToincreaseCyber-shotawarenessAGENCYVIEWPOINT•ThebrandimageofCyber-shotneedstoencapsulateaclearbrandessencethatisthebestmarriagebetweenwhattheproducthastoofferandtheconsumerinsights–Inlightofthekeycategorycommunicationtrends–InlinewiththecontributionthatthebrandismakingtotheSONYmegabrandSONY-THEBRANDARCHETYPETHECREATORUSERIESPSERIESFSERIESINDIVIDUALMODELSCONSUMERINSIGHTSSONY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SONY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（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（喜欢社交、人格开放、生活富裕但不具有贵族气质）时尚（追求现代生活方式，但不过分另类）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（无论经济还是情感都较为独立，崇尚创造，拒绝模仿）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——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——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——他们处于各级的中层，经济收入稳定。社会地位——他们处于各级的中层，经济收入稳定。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，犯上不作乱，信奉：君子好色不好淫。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。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。Cyber-shot–RIDINGTECHNOLOGYANDSTYLE•Categoryintrinsicallylifestyleoriented•TechnologicaladvancementinproportiontolifestyleaspirationsTechnologyLifestyleRelationshipCATEGORYDYNAMICSTechnology/FeatureledDramatizationofbenefitsCELEBRITYEndorsementTechnologyassociations/ImageryassociationsNOTNECESSARILYLINKEDSTRONGLYCyber-shot–UNDERSTANDINGTHERELATIONSHIPPROCESSSHAREInteractionwiththesubject–powerInteractionwiththeimage–ownership/control-CreativityInteractionwithothers–sharingoutput/sharingthefeaturesCAPTUREBehaviourInternalisationRECOGNITION/APPRECIATIONTHEIMAGECapturesImaginationAllowsforcreativityReflectsinnerselfSELF-EXPRESSIONTHEBRANDESSENCE“IMAGEENRICHMENTBYCyber-shot”TechnologythatEnrichestheIMAGEEnrichedlifeThroughselfexpressionTheConsumerDesireTheProductTHECyber-shotBRANDPILLARSIMAGEENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLYDIFFERENTFASHIONABLETASTEFULTHECyber-shotBRANDARCHITECTUREUSERIESTECHNOLOGYFORCURIOSITYPSERIESP10leadsTECHNOLOGYFORCREATIVITYFSERIESTECHNOLOGYFORPERFECTIONTHECREATORFashionable,StunninglyDifferent,TechnologicallySuperior,TastefulIMAGEENRICHMENTFashionableStylish/CompactYoung/Fun5MEGAPIXELSHiTech/TrendyUniquestyleLens/CCDQualityProfessionalimageAPPROACH1:NARROWCASTINGBYREFLECTIONIMAGECuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,SuperiorAPPROACH2:BROADCASTINGBYASSOCIATIONTOROLEMODELSIMAGECuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,SuperiorCREATIVEPRESENTATIONCyber-shotEventsEVENTOBJECTIVES•GrandLaunchImpact•AboutLifestyle•About“Creativity”•EnhanceProductKnowledge•DriveProductOff-take1.“CreateyourCyber-shot”•Theidea:–Sonycreatesexotic“photoopportunities”foryou,allaroundChina•The“PhotoOpportunities”–Exotic“objects”placedinpopular,hightrafficareas(e.g.人民广场,新天地),termed“SonyCreations”–Atotalof10creationsinBJ/SH/GZ•Eachphototakenat“SonyCreations”sitescanbesenttoCyber-shotOnlineExpo–entitledtopremium/giftswithpurchaseoftheP102.Cyber-shot照相馆•Bigexpotenterectedatpublicareas,e.g.FuXingParkinShanghai•Productdemonstration/experience–Educationalexpoteachingparticipantsonwaystotakesuperbphotographs–“LifeSetting”compartments(withdifferentsettingsthatenhancethecreativity--lightingenvironments,runningwater,smallsubjects)forpeopletoexperiencetheenrichmentthatisassociatedwiththeP10•The10th,100th,1000th,10000thentrancetotheExpowillwinaP10,whereasallparticipantscangetpremiumswithpurchasetheP10atselectedoutletsMediaCreationsMediaCreationsbyCyber-shot•GiantBuildingWrap•BuildingRooftops•MTRPhotoExhibitionGallery•MagazineGatefold•Magazinephotographysponsorship•SonyCreationsOnlineGiantBuildingWraphighlightstheimpactanddetailof5.0megapixelphotographywiththenewP10MetroPhotoGalleryCREATIONBYSONYBuythewholeconcourseat徐家沤MetrostationinShanghaiSonyOnlineCreationsPop-uproadblockonwebsitesCREATIONBYSONYBuildingRooftopsShowcaseexoticSonyCreationsMagazineGatefold•Highimpactgatefoldformaximisingthe5MegaPixelbenefitMagazinephotographysponsorship–AllphotosinoneissuetobetakenbyCyber-shotP10withcreditmentioning–Rotate4-5magazines,1everymonthCreationbySonyCyber-shotbyGrey