A策划索尼数码广告提案一流.pptx

4A公关策划大全！1THE AGENDATHE AGENDARecap of the BriefAndrew LeeConsumer InsightsMr.KongBranding StrategyNaveen RaoCreative Concepts Sam ChungEvents&MediaElla PoonConclusionAndrew Lee4A公关策划大全！2THE BRIEFTHE BRIEFTo strengthen Cyber-shot sub brand image in China marketTo increase Cyber-shot awareness4A公关策划大全！3AGENCY VIEWPOINTAGENCY VIEWPOINTThe brand image of Cyber-shot needs to encapsulate a clear brand essence that is the best marriage between what the product has to offer and the consumer insightsIn light of the key category communication trendsIn line with the contribution that the brand is making to the SONY mega brand4A公关策划大全！4SONY-THE BRAND ARCHETYPESONY-THE BRAND ARCHETYPETHE CREATORU SERIESP SERIESF SERIESINDIVIDUAL MODELS4A公关策划大全！5CONSUMER INSIGHTSCONSUMER INSIGHTS4A公关策划大全！SONY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4A公关策划大全！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）精致精致（喜欢社交、人格开放、生活富裕但不具有贵族气质）时尚时尚（追求现代生活方式，但不过分另类）可靠可靠（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）独立独立（无论经济还是情感都较为独立，崇尚创造，拒绝模仿）4A公关策划大全！8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 消消费费决决策策感性但不浪费，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。品品牌牌追追随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。社会地位社会地位他们处于各级的中层，经济收入稳定。4A公关策划大全！9社会地位社会地位他们处于各级的中层，经济收入稳定。生生活活方方式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。事事业业追追求求毫无疑问，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。4A公关策划大全！10最值得关注的是：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。4A公关策划大全！11Cyber-shot RIDING TECHNOLOGY AND STYLECyber-shot RIDING TECHNOLOGY AND STYLECategory intrinsically lifestyle orientedTechnological advancement in proportion to lifestyle aspirationsTechnologyNOT the ONLY differentiating NOT the ONLY differentiating factorfactorLifestyleNot aspirational unless backed Not aspirational unless backed by technological by technological advancement supportadvancement supportRelationship4A公关策划大全！12CATEGORY DYNAMICSCATEGORY DYNAMICSTechnology/Feature ledDramatization of benefitsCELEBRITYEndorsementTechnology associations/Imagery associationsNOT NECESSARILY LINKED STRONGLY4A公关策划大全！13Cyber-shot UNDERSTANDING THE RELATIONSHIPCyber-shot UNDERSTANDING THE RELATIONSHIPPROCESSSHAREInteraction with the subject powerInteraction with the image ownership/control-CreativityInteraction with others sharing output/sharing the featuresCAPTUREBehaviourInternalisationRECOGNITION/APPRECIATIONTHE IMAGECaptures ImaginationAllows for creativityReflects inner selfSELF-EXPRESSION4A公关策划大全！14THE BRAND ESSENCETHE BRAND ESSENCE“IMAGE ENRICHMENT BY IMAGE ENRICHMENT BY Cyber-shotCyber-shot”Technology that Enriches the IMAGEEnriched lifeThrough self expressionThe Consumer DesireThe Product4A公关策划大全！15THE Cyber-shot BRAND PILLARSTHE Cyber-shot BRAND PILLARSIMAGE ENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLY DIFFERENTFASHIONABLETASTEFUL4A公关策划大全！1THE Cyber-shot BRAND ARCHITECTURETHE Cyber-shot BRAND ARCHITECTUREU SERIESTECHNOLOGY FOR TECHNOLOGY FOR CURIOSITYCURIOSITYP SERIES P10 leadsTECHNOLOGY FOR TECHNOLOGY FOR CREATIVITYCREATIVITYF SERIESTECHNOLOGY FOR TECHNOLOGY FOR PERFECTIONPERFECTIONTHE THE CREATORCREATORFashionable,Stunningly Different,Technologically Superior,TastefulIMAGE IMAGE ENRICHMENTENRICHMENTFashionable Stylish/CompactYoung/Fun5 MEGA PIXELSHi Tech/Trendy Unique styleLens/CCD QualityProfessional image4A公关策划大全！1APPROACH 1:NARROWCASTINGAPPROACH 1:NARROWCASTINGBY REFLECTIONIMAGEShould reflect the advantage that technology bringsShould reflect the consumer PsycheShould reflect the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful,Superior4A公关策划大全！18APPROACH 2:BROADCASTINGAPPROACH 2:BROADCASTINGBY ASSOCIATION TO ROLE MODELSIMAGEShould associate with the technological advantageShould associate with the consumer PsycheShould associate with personality traits of the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful,Superior4A公关策划大全！19CREATIVE PRESENTATIONCREATIVE PRESENTATION4A公关策划大全！20Cyber-shot Events 4A公关策划大全！21EVENT OBJECTIVESGrand Launch ImpactAbout LifestyleAbout“Creativity”Enhance Product KnowledgeDrive Product Off-take4A公关策划大全！221.“Create your Cyber-shot”The idea:Sony creates exotic“photo opportunities”for you,Sony creates exotic“photo opportunities”for you,all around Chinaall around ChinaThe“Photo Opportunities”Exotic“objects”placed in popular,high traffic areas(e.g.人民广场人民广场,新天地新天地),termed“Sony Creations”A total of 10 creations in BJ/SH/GZEach photo taken at“Sony Creations”sites can be sent to Cyber-shot Online ExpoCyber-shot Online Expo entitled to premium/gifts with purchase of the P104A公关策划大全！232.Cyber-shot照相馆照相馆Big expo tent erected at public areas,e.g.Fu Xing Park in ShanghaiProduct demonstration/experienceEducational expo teaching participants on ways to take superb photographs“Life Setting”compartments(with different settings that enhance the creativity-lighting environments,running water,small subjects)for people to experience the enrichment that is associated with the P10The 10th,100th,1000th,10000th entrance to the Expo will win a P10,whereas all participants can get premiums with purchase the P10 at selected outlets 4A公关策划大全！24Media Creations4A公关策划大全！25Media Creations by Cyber-shotGiant Building WrapBuilding RooftopsMTR Photo Exhibition GalleryMagazine GatefoldMagazine photography sponsorshipSony Creations Online4A公关策划大全！2Giant Building Wraphighlights the impact and detail of 5.0 mega pixelphotography with the new P104A公关策划大全！2Metro Photo GalleryCREATION BY SONYBuy the whole concourse at 徐家沤徐家沤 Metro station in Shanghai4A公关策划大全！28Sony Online CreationsPop-up roadblock on websitesCREATION BY SONY4A公关策划大全！29Building RooftopsShowcase exotic Sony Creations4A公关策划大全！30Magazine GatefoldHigh impact gatefold for maximising the 5 Mega Pixel benefit4A公关策划大全！31Magazine photography sponsorshipAll photos in one issue to be taken by Cyber-shot P10 with credit mentioningRotate 4-5 magazines,1 every month4A公关策划大全！32Creation by SonyCyber-shot by Grey