Sony&LorenzoBennassar(r+d)

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A brand communication r&d proposal for Sony Pictures in Spain /
Una propuesta para Sony Pictures de i+d en comunicación de marcas

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  • Sony&LorenzoBennassar(r+d)

    1. 1. Sony Pictures & Lorenzo Bennassar (R&D) February 2011
    2. 2. DVD sales have suffered the biggest drop in history. The data is dramatic: "The DVD sector has lost nearly 60% of its revenues" "Between 2005 and 2009 the DVD market has gone from generating 430 million euros to 178 million, according to the Spanish Video Union" And yet there is a great demand movies. 70% of users say they get DSL to watch movies and series. But "people in Spain are downloading movies at a speed that is about to make it an unviable market for us," said Michael Lynton, head of Sony Entertainment. 1. Considerations Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    3. 3. "Picasso and bullfighting are the pilars of spanish culture. So is piracy." Los Angeles Times
    4. 4. Spanish film consumers are shouting for online solutions like those already successfully working in USA, France, England and many other countries. But it is clear that this is a battle that it is not for us to fight. Until this problem gets solved by whom can solve it, our goal is to stick to the current business model and stop drop sales of physical media. The product is what it is, sometimes better and sometimes worse, but that we cannot we control it either. We have to seduce a "digital public" with a "non digital product". A challenge we are happy to accept. 1. Considerations Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    5. 5. If there was a platform in which 90% of the users were film consumers and in which getting our messages accross didn’t have any media cost, wouldn’t it be interesting for us to be there? And what if, from that platform, users (whose profile is "alpha males" and therefore very influential in their environment), could share their views on our products in social media, wouldn’t it be even more interesting for us to be there? But what if that platform was also the future of home theater consumption as demonstrated in major world markets, wouldn’t it be almost mandatory for us to be there? 2. DVD/BluRay promotion proposal Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    6. 6. "If you can’t beat them, join them" Emperador Constantino
    7. 7. Assuming that we’re not only not going to be able to stop piracy but that most likely piracy is going to keep rising, why don’t we take advantage of a place where our target consumers are to offer them a channel with quality trailers and in depth information of all that they’re interested about. And while we’re on it, we can talk to them about that extra content they will only find in our DVDs and BluRays. 2.1 Welcome to Sony Pictures XBMC channel Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    8. 8. XBMC is an open source software and an awarded entertainment content platform. Created originally in 2003 by a group of 50 programmers, today it’s a non profit project made with the contribution of programmers from all over the world. It’s available in more than 30 languages for Linux, OSX, windows and the Xbox... 2.1 Welcome to Sony Pictures XBMC channel Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    9. 9. And yes, it is a perfect place to watch ilegal movie copies, but that is what makes it one of the perfect channels to reach movie lovers. A public that fits perfectly into the DVD and Bluray perfect. The one that would be more than ready to pay for quality online movies. As a matter of fact, the one that does pay for quality online movies. After all, it’s a way to participate in a conversation woth the people we’re interested in. It’s up to us to decide weather to enter the conversation, because no matter what, that conversation is happening and is going to keep hapenning. 2.1 Welcome to Sony Pictures XBMC channel Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    10. 10. 2.1 Welcome to Sony Pictures XBMC channel
    11. 11. 2.1 Welcome to Sony Pictures XBMC channel
    12. 12. 2.1 Welcome to Sony Pictures XBMC channel
    13. 13. Weather people shares our content with other people is somethig we can’t control, but why not offering them a good channel to do so, and benefit from their interest in the way. We have all the content, and we update it with every new launch. It’s just a matter of putting it together in one place and doing a little bit of programing to make it socialy sharable. Sure it’s an unconventional proposal, but it’s been demonstrated that doing nothing is a suicide. 2.1 Welcome to Sony Pictures XBMC channel Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    14. 14. “Communities have always existed. It’s all about thinking how to help people do the things they want to do.” Mark Zuckerberg. Facebook founder / CEO.
    15. 15. WeTransfer.com is a new free file transfer platform (up to 2GB) that requires no registration. Voted "best newcomer" in the Dutch Startup Awards'10 and awarded "Best Functional Design" in Awards'10 Webby it is simple, useful and appealing. Another place where people can do what they like to do, while in an elegant and nothing intrusive way they can share with others the information they want to share. Lorenzo Bennassar / Sony Pictures Proposal(R&D) 2.2 Welcome to sonypictures.wetransfer.com
    16. 16. 6,5 seconds is what takes a visitor to decide weather he is interested or not about the website’s content*. "the 6,5 seconds that matterSM" from DraftFCB
    17. 17. 2.2 Welcome to sonypictures.wetransfer.com
    18. 18. 2.2 Welcome to sonypictures.wetransfer.com
    19. 19. 76% of consumers trust other consumers more than brands. People trust people.
    20. 20. More than 700,000 users worldwide so far. 45 million ad views per month. Users, not visitors. 4:30 to 6:10 average time spent on the web. And a bounce rate of only 4%, according to Google Analytics. And it’s just begun. Of course the next question is if we can include video instead of just images. From wetransfer they’ve told us taht they’re working on it, but they still have no confirmation about when they’ll have available. Lorenzo Bennassar / Sony Pictures Proposal(R&D) 2.2 Welcome to sonypictures.wetransfer.com
    21. 21. It won’t be long until we get to see interactive systems like Sotouch in theaters everywhere. The demo version is already available for downlaod and the pro version is expected in July 2010. Lorenzo Bennassar / Sony Pictures Proposal(R&D) 2.3 Welcome to stickybits.com/sonypictures
    22. 22. All DVD's and BluRay's in the market have something in common, a barcode. But we could make our dvd’s and blurays barcodes different from others. What if we could attach information to those barcode? What if our customers could see what others are saying about the film before buying it? Lorenzo Bennassar / Sony Pictures Proposal(R&D) 2.3 Welcome to stickybits.com/sonypictures
    23. 23. stickybits, is a network based on barcodes to share content through the smartphone. Just by scanning a barcode with a free software, our clients could access te information we want about the movie. Promotional information or even, if we’re ready for it, other peoples opinion about the movie. 2.3 Bienvenidos a stickybits.com/sonypictures Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    24. 24. http://bit.ly/cJUHoH To scan this barcode and view the content attached to it you only need to download the free software available for Android and iPhone Lorenzo Bennassar / Sony Pictures Proposal(R&D)
    25. 25. Thank you / Lorenzo Bennassar

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