SlideShare a Scribd company logo
TTL Marketing Communications
Campaign Content
• Brand Ambassador
• The promotion was supported with a comprehensive marketing campaign driving
consumers to retail including:
- National & regional newspaper press ads
- National radio promotion
- Regional radio advertorials
- Editorial interviews with campaign endorser
• Customer receives a “free instant win gamecard” after experiencing Sony Bravia
and Sky HD at a participating store
• The uniquely coded “free instant gamecard” directs the customer to a dedicated
website - www.sonyandskyhd.com/stevengerrard - to input their unique code to see
if they have won a prize
• Internal Comms
Introduction
• A major partner promotional campaign was implemented to support Sony and
Sky’s partnership for High Definition (HD) products fronted by UEFA
Champions League winner and Liverpool captain Steven Gerrard
• The promotional campaign ran for a period of eight weeks
• The promotion went live in over 700 electrical stores across the UK (Sony
Centres, independents, Comet, John Lewis)
• Sony is an official UEFA Champions League sponsor and Sky Sports HD
broadcasts live coverage of the UEFA Champions League
• The objective of the promotion is to make customers aware that the best way
to experience broadcast High Definition content is with a Sky HD box and a
Sony Bravia HD TV
Brand Ambassador – Steven Gerrard
Internal Comms
Internal Comms
Intranet
Promotions
Prizes
• There are seven levels of prizes to ensure a high perceived value for the higher
tier prizes and a “money-can’t-buy” aspect:
10 training sessions for two people with Steven Gerrard
2 trips to this season’s Champions League Final for two people
5 ultimate HD packages – a Sony Bravia LCD TV and free Sky HD for a year
10 pairs of tickets to a UK match in the UEFA Champions League 07/08 group
stages
5 Sony HD camcorders
50 Steven Gerrard signed footballs
500 free cinema tickets
In-store / retail / POS & Trade packs
POS /Trade Packs
In-store communication materials
On-line redemption web-site
Online Redemption Website
www.sonyandskyhd.com/stevengerrard
Broadcast Promotions
Public Relations
Sunday Mirror
11 February 2007
Media Coverage
Media Coverage
Sunday Mirror
11 February 2007
Media Coverage
Media Coverage
Above-the-line
Press Advertising
Above the line campaign
The Sun – Full page Metro – Half
page
Supported above the line with £130,000 advertising
campaign
ROI
Results
Promotion Participants
• The promotion has had over 2,000 participants in the first three weeks of the
campaign
• The website has received over 500,000 unique page impressions
• The promotion is just over half way so we expect these figures to double
Media Interviews
• Interviews with Steven Gerrard were featured in Sunday Mirror x 2, Sunday
Telegraph x 2, Zoo and FHM with a call to action driving readers into their local
electrical retailer
• To date the total reach of the features exceeds 12 million with an equivalent
advertising spend of £250,000
Virgin Radio
• Drivetime and “Rock & Roll Football” promotions were secured during March
2007 together with a microsite on the Virgin website giving details of the
promotion
• The promotions were incredibly successful as was the website with 80% of
viewers requesting more information about Sony Bravia and Sky HD
• The promotion had an audience reach of over three million with over 26 million
impacts
Results
Sportsmedia Bulletins
• Sports bulletins on selected regional radio stations - over ten days to tie in
with UEFA Champions League matches – featured taglines raising
awareness of the Sony and Sky HD promotion
• The taglines were a direction call to action, driving listeners into their local
electrical retailer
• The promotion had an audience reach of over just under three million with
over ten million impacts
National & Regional Advertising
• National and regional advertising was secured using the key image of Steven
Gerrard inside the Sony Bravia
• Titles featuring the advert included The Sun, Metro, thelondonpaper, The
Times with their readers specifically liable to buy HD
• Uplift in Bravia sale 14% y o y

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Partnership Marketing (Sony / Sky)

  • 2. Campaign Content • Brand Ambassador • The promotion was supported with a comprehensive marketing campaign driving consumers to retail including: - National & regional newspaper press ads - National radio promotion - Regional radio advertorials - Editorial interviews with campaign endorser • Customer receives a “free instant win gamecard” after experiencing Sony Bravia and Sky HD at a participating store • The uniquely coded “free instant gamecard” directs the customer to a dedicated website - www.sonyandskyhd.com/stevengerrard - to input their unique code to see if they have won a prize • Internal Comms
  • 3. Introduction • A major partner promotional campaign was implemented to support Sony and Sky’s partnership for High Definition (HD) products fronted by UEFA Champions League winner and Liverpool captain Steven Gerrard • The promotional campaign ran for a period of eight weeks • The promotion went live in over 700 electrical stores across the UK (Sony Centres, independents, Comet, John Lewis) • Sony is an official UEFA Champions League sponsor and Sky Sports HD broadcasts live coverage of the UEFA Champions League • The objective of the promotion is to make customers aware that the best way to experience broadcast High Definition content is with a Sky HD box and a Sony Bravia HD TV
  • 4. Brand Ambassador – Steven Gerrard
  • 7. Prizes • There are seven levels of prizes to ensure a high perceived value for the higher tier prizes and a “money-can’t-buy” aspect: 10 training sessions for two people with Steven Gerrard 2 trips to this season’s Champions League Final for two people 5 ultimate HD packages – a Sony Bravia LCD TV and free Sky HD for a year 10 pairs of tickets to a UK match in the UEFA Champions League 07/08 group stages 5 Sony HD camcorders 50 Steven Gerrard signed footballs 500 free cinema tickets
  • 8. In-store / retail / POS & Trade packs
  • 15. Sunday Mirror 11 February 2007 Media Coverage
  • 21. Above the line campaign The Sun – Full page Metro – Half page Supported above the line with £130,000 advertising campaign
  • 22. ROI
  • 23. Results Promotion Participants • The promotion has had over 2,000 participants in the first three weeks of the campaign • The website has received over 500,000 unique page impressions • The promotion is just over half way so we expect these figures to double Media Interviews • Interviews with Steven Gerrard were featured in Sunday Mirror x 2, Sunday Telegraph x 2, Zoo and FHM with a call to action driving readers into their local electrical retailer • To date the total reach of the features exceeds 12 million with an equivalent advertising spend of £250,000 Virgin Radio • Drivetime and “Rock & Roll Football” promotions were secured during March 2007 together with a microsite on the Virgin website giving details of the promotion • The promotions were incredibly successful as was the website with 80% of viewers requesting more information about Sony Bravia and Sky HD • The promotion had an audience reach of over three million with over 26 million impacts
  • 24. Results Sportsmedia Bulletins • Sports bulletins on selected regional radio stations - over ten days to tie in with UEFA Champions League matches – featured taglines raising awareness of the Sony and Sky HD promotion • The taglines were a direction call to action, driving listeners into their local electrical retailer • The promotion had an audience reach of over just under three million with over ten million impacts National & Regional Advertising • National and regional advertising was secured using the key image of Steven Gerrard inside the Sony Bravia • Titles featuring the advert included The Sun, Metro, thelondonpaper, The Times with their readers specifically liable to buy HD • Uplift in Bravia sale 14% y o y