A策劃索尼數(shù)碼廣告提案一流

會計學(xué)1A策劃索尼數(shù)碼廣告提案一流2THEBRIEFTostrengthenCyber-shotsubbrandimageinChinamarketToincreaseCyber-shotawareness第1頁/共32頁3AGENCYVIEWPOINTThebrandimageofCyber-shotneedstoencapsulateaclearbrandessencethatisthebestmarriagebetweenwhattheproducthastoofferandtheconsumerinsightsInlightofthekeycategorycommunicationtrendsInlinewiththecontributionthatthebrandismakingtotheSONYmegabrand第2頁/共32頁4SONY-THEBRANDARCHETYPETHECREATORUSERIESPSERIESFSERIESINDIVIDUALMODELS第3頁/共32頁5CONSUMERINSIGHTS第4頁/共32頁6SONY品牌迷戀者

對于SONY產(chǎn)品他們并不陌生，他們自覺成SONY產(chǎn)品延伸和升級的消費(fèi)者，SONY品牌對他們意味者：科技領(lǐng)先工藝精美外觀時尚性能可靠風(fēng)格獨(dú)立第5頁/共32頁7

SONY的先進(jìn)和完美既是他們審美的方向，又是他們自身心向往之的行為風(fēng)格——專業(yè) （迷戀自己的專業(yè)，有專業(yè)追求，但他們不是攝影的專業(yè)人士）精致 （喜歡社交、人格開放、生活富裕但不具有貴族氣質(zhì)）時尚 （追求現(xiàn)代生活方式，但不過分另類）可靠 （這是青壯年一族，有責(zé)任心或有選擇地承擔(dān)責(zé)任，獨(dú)立， 控制欲強(qiáng)、在他人的依賴感中欣賞自己）獨(dú)立 （無論經(jīng)濟(jì)還是情感都較為獨(dú)立，崇尚創(chuàng)造，拒絕模仿）第6頁/共32頁8 他們了經(jīng)歷的時代的巨變，并成為時代的受益者，因此他們的為人處世帶有明顯的時代烙印，但他們是時代的探索者、不保守、行動力強(qiáng)——

消費(fèi)決策——感性但不浪費(fèi)，關(guān)注價格但不過分敏感，不盲目選擇也不過分追求信息的完整。 品牌追隨——不是頂尖品牌的發(fā)燒友，但對熟悉的大品牌有持久的追隨。對品牌有狗性般的忠誠，但一再失望就會成為該品牌的敵人。 社會地位——他們處于各級的中層，經(jīng)濟(jì)收入穩(wěn)定。

第7頁/共32頁9社會地位——他們處于各級的中層，經(jīng)濟(jì)收入穩(wěn)定。生活方式——內(nèi)心有著對遠(yuǎn)方的渴望，旅游、俱樂部、不期而遇、藝術(shù)活動、懷舊是他們的浪漫方式，但他們追求相對的穩(wěn)定，反對無原則的破壞，他們離經(jīng)不叛道，犯上不作亂，信奉：君子好色不好淫。事業(yè)追求——毫無疑問，無論他們是否在工作中取得了理想的成就，但他們是努力工作的一群，他們崇尚科學(xué)精神，有理想主義傾向。第8頁/共32頁10

最值得關(guān)注的是： 這群消費(fèi)者的人格、氣質(zhì)、處世理念與SONY產(chǎn)品互為印證，他們以這種印證為自豪。第9頁/共32頁11Cyber-shot–RIDINGTECHNOLOGYANDSTYLECategoryintrinsicallylifestyleorientedTechnologicaladvancementinproportiontolifestyleaspirationsTechnologyNOTtheONLYdifferentiatingfactorLifestyleNotaspirationalunlessbackedbytechnologicaladvancementsupportRelationship第10頁/共32頁12CATEGORYDYNAMICSTechnology/FeatureledDramatizationofbenefitsCELEBRITYEndorsementTechnologyassociations/ImageryassociationsNOTNECESSARILYLINKEDSTRONGLY第11頁/共32頁13Cyber-shot–UNDERSTANDINGTHERELATIONSHIPPROCESSSHAREInteractionwiththesubject–powerInteractionwiththeimage–ownership/control-CreativityInteractionwithothers–sharingoutput/sharingthefeaturesCAPTUREBehaviourInternalisationRECOGNITION/APPRECIATIONTHEIMAGECapturesImaginationAllowsforcreativityReflectsinnerselfSELF-EXPRESSION第12頁/共32頁14THEBRANDESSENCE“IMAGEENRICHMENTBYCyber-shot”TechnologythatEnrichestheIMAGEEnrichedlifeThroughselfexpressionTheConsumerDesireTheProduct第13頁/共32頁15THECyber-shotBRANDPILLARSIMAGEENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLYDIFFERENTFASHIONABLETASTEFUL第14頁/共32頁16THECyber-shotBRANDARCHITECTUREUSERIESTECHNOLOGYFORCURIOSITYPSERIESP10leadsTECHNOLOGYFORCREATIVITYFSERIESTECHNOLOGYFORPERFECTIONTHECREATORFashionable,StunninglyDifferent,TechnologicallySuperior,TastefulIMAGEENRICHMENTFashionableStylish/CompactYoung/Fun5MEGAPIXELSHiTech/TrendyUniquestyleLens/CCDQualityProfessionalimage第15頁/共32頁17APPROACH1:NARROWCASTINGBYREFLECTIONIMAGEShouldreflecttheadvantagethattechnologybringsShouldreflecttheconsumerPsycheShouldreflectthebrandvaluesCuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,Superior第16頁/共32頁18APPROACH2:BROADCASTINGBYASSOCIATIONTOROLEMODELSIMAGEShouldassociatewiththetechnologicaladvantageShouldassociatewiththeconsumerPsycheShouldassociatewithpersonalitytraitsofthebrandvaluesCuriosityCreativityPerfectionTechnologyStunninglydifferentFashionableTasteful,Superior第17頁/共32頁19CREATIVEPRESENTATION第18頁/共32頁20Cyber-shotEvents第19頁/共32頁21EVENTOBJECTIVESGrandLaunchImpactAboutLifestyleAbout“Creativity”EnhanceProductKnowledgeDriveProductOff-take第20頁/共32頁221.“CreateyourCyber-shot”Theidea:Sonycreatesexotic“photoopportunities”foryou,allaroundChinaThe“PhotoOpportunities”Exotic“objects”placedinpopular,hightrafficareas(e.g.人民廣場,新天地),termed“SonyCreations”Atotalof10creationsinBJ/SH/GZEachphototakenat“SonyCreations”sitescanbesenttoCyber-shotOnlineExpo–entitledtopremium/giftswithpurchaseoftheP10第21頁/共32頁232.Cyber-shot照相館Bigexpotenterectedatpublicareas,e.g.FuXingParkinShanghaiProductdemonstration/experienceEducationalexpoteachingparticipantsonwaystotakesuperbphotographs“LifeSetting”compartments(withdifferentsettingsthatenhancethecreativity--lightingenvironments,runningwater,smallsubjects)forpeopletoexperiencetheenrichmentthatisassociatedwiththeP10The10th,100th,1000th,10000thentrancetotheExpowillwinaP10,whereasallparticipantscangetpremiumswithpurchasetheP10atselectedoutlets第22頁/共32頁24MediaCreations第23頁/共32頁25MediaCreationsbyCyber-shotGiantBuildingWrapBuildingRooftopsMTRPhotoExhibitionGalleryMagazineGatefoldMagazinephotographysponsorshipSonyCreationsOnline第24頁/共32頁26GiantBuildingWraphighlightstheimpactanddetailof5.0megapixelphotographywiththenewP10第25頁/共32頁27MetroPhotoGalleryCREATIONBYSONYBuythewholeconcourseat徐家漚MetrostationinShanghai第26頁/共32頁28SonyOnlineCreations

Pop-uproadblockonwebsitesCREATIONBYSONY第27頁/共32頁29BuildingRooftopsShowcaseexoticSonyCreations第28頁/共32頁30MagazineGatefol