Sony Creative Strategy & Idea
Creative Strategy
Defining the problemSony has a wide range of products, some of which will belaunching over the summer. We need to drive aw...
“#OMGSolution                                              I loveAs many of Sony’s products are social media           thi...
Insight
“You are what you share!”Online; you are defined by the content you share. You can define     Research from one of Austral...
Sony’s Social Products    NEW Sony       NEW       NEW SONY                      NEW          NEW                         ...
Creative Idea
Animated IconsBrand & Device Icons Sony Summer Social    Windows 8 Tablet   Action Cam   Cybershot   Sony Vaio   e-Reader ...
How it works                                                                    BANNER SUITES                             ...
Competitions             Share & Win   1.      (Reward users for               Consume content                     Entry f...
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Sony Creative Strategy and Idea

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Sony Creative Strategy and Idea

  1. 1. Sony Creative Strategy & Idea
  2. 2. Creative Strategy
  3. 3. Defining the problemSony has a wide range of products, some of which will belaunching over the summer. We need to drive awareness ofthese products and their benefit to the consumer over thesummer period.The Sony brand is at the forefront of technological integration.From Smart TVs to Wi-Fi enabled cameras, Sony is a Socialbrand. Our target consumers produce, consume and sharecontent across various social media channels and across variousSony devices. But they don’t have one central place wherethey can monitor their social life. Sony currently provides thetechnology to create and consume content, but no centralisedlocation to monitor the various types of content their consumersare interacting with.
  4. 4. “#OMGSolution I loveAs many of Sony’s products are social media this place.enabled and consumers are ready and willing toshare, generate and view content, Sony have an So hot!!”opportunity to pull together all the various social @SydGrl93 Sydney 9:47AMmedia platforms into one place and facilitate WITH SONY VAIOsocial sharing of content for their consumers.We can then use this content to feed tacticaladvertising messages tailored to each product,giving consumers proof that Sony truly is social.
  5. 5. Insight
  6. 6. “You are what you share!”Online; you are defined by the content you share. You can define Research from one of Australia’s leading media partnershipsyourself as anything, from a ‘foodie’ who takes amateur food shots surveyed more than 7000 Australians and found that 41% ofon Instagram, the ‘funny’ guy who shares every Failblog photo or people reported posting on Facebook while watching TV, whilean arty film maker who shares videos directly from your camera to 25% had watched a TV show based on a recommendation fromYouTube, just to name a few. a friend via a social networking site. These numbers are growing year on year. www.bandt.com.au/news/latest-news/social-tv-on-the-rise > Humans are social animals. Research like this confirms that people now consume and produce > We are what we share. content in a social way. Whether it something we’re watching > Sony makes social products. on TV, what we’re currently reading on an e-reader, photos that > Sony facilitates sharing. we take on a mobile device or on a Wi-Fi enabled camera, or > Sony is Social. browsing live content on the internet with a tablet, PC or mobile device - we now share that content with our friends across various social media channels because it defines who we are.
  7. 7. Sony’s Social Products NEW Sony NEW NEW SONY NEW NEW NEW Products WINDOWS 8 CYBERSHOT SONY VAIO SONY ACTION e-READER TABLET CAMERA LAPTOP CAM Social ALL PHOTOS BOOKS + ONLINE ALL VIDEO Content CONTENT VIDEO BOOKSTORE CONTENT CONTENT
  8. 8. Creative Idea
  9. 9. Animated IconsBrand & Device Icons Sony Summer Social Windows 8 Tablet Action Cam Cybershot Sony Vaio e-Reader SummerSummer Social Summer Summer SummerSummer Social Summer Social Summer Social Summer Summer Social Summer SocialSocial Content Icons Social Social Social Social Social Social Summer Social Summer Photos Videos Social Tweets Facebook Youtube e-book Music Apps Store
  10. 10. How it works BANNER SUITES Promoting & driving to: - Promotions - Sony is a social brandSONY DEVICES - Poduct banners W8 Sony E-Reader SONY SOCIAL LIVE EVENTS Tablet Cybershot Experiential / Activations - Live screenings of the winning videos from Vaio Action Sony’s Summer Social Challenge. Laptop Cam - Sony’s Family day out - Full range display - Single activation for staggered launch dates: - Sporting events = Action cam Other - Beach party = Cybershot camera devices Sony Summer Social - Pop-up stands = Vaio laptop (destination) Desktop | Tablet | Mobile Social content Share & Win Summer Social Sony’s Summer Site content Summer Social Upload Your profile (Reward users for (Photo upload comp) Tweet Review Social Challenge consuming content) (e-Reader 125 word comp) (Video upload comp) Comment & share *UGC CONTENT POSSIBILITIES Share & Win Collecting UGC allows us to funnel tactical advertising messages back out to the world in the form of videos / banners / TVC’s / Outdoor print and video pre-rolls which prove that Sony is a social brand.
  11. 11. Competitions Share & Win 1. (Reward users for Consume content Entry form WIN = Prize consuming content) Summer Social Upload Enter comp & 2. Gallery WIN = Prize (Photo upload comp) upload photo SS Summer Social Enter comp & 3. Tweet Review upload comment Gallery WIN = Prize (e-Reader 125 word comp) SS SS Pre-produced hero products and people Sony’s Summer 4. Social challenge Public winner Top 10 chosen (Video upload comp) for voting User films Enter Comp & experience Public vote upload footage with friends Most votes = Grand prize Top 10 also SS sit on FB
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