Jorge Gállego Head of Public Relations and Corporate communications Iberia

Sony: Launching 4K Technology Integrated communication campaign

Integrated communication campaign

• Increase awareness of 4k technology, using prescribers

Why prescribers? Because they can talk about their experience and they transmit credibility. Then the

message is stronger because is not Sony who introduce a new concept. The advance users introduce

the concept by themselves

• Key message: 4 times the resolution of Full HD

Clear message and easy to understand. Full HD is a standard that 90% of population knows.

• Coherence, honesty and credibility

Three pillars where we can leverage message and channel. Today people say that 50%-70% are

influenced by social networks, friends, blogs. That the reason we choose social network for this

campaign

3 Steps strategy

Official presentation

Awareness for mass market

Credibility in normal life

35 43 4 25 1 3

Miguel Ángel Bona San Vicente, jefe de Unidad de Planificación de TDT, Satélite y Radiocomunicaciones de RTVE

José Luis García Sánchez, subdirector de Explotación de Prisa TV

Pol Turrents, Director de fotografía (AEC), “una evolución hacia el disfrute de la imagen en movimiento"

45.350 906 629

Pedro CM alucinando con esto. la tecnología es impresionante ver como avanza a pasos enormes Henry Colmenarez ya la descargue es espectacular@santiravssports à muy buena la App Wester Zer Adres jajaj mi amigo esa si que es una buena aplicacion @sofia9alami qué interesante!!!!! @santiravssports muy buena la App

21.754 220 468

8.836 115 265

Coverage* Impressions** RT’s Favourites

Andrés Iniesta

7.548.030 7.974.117

292

345

David Villa

5.098.149

5.257.301

358

352

Marc Márquez

1.004.525

1.078.994

745

611

TOTAL

13.650.704

14.310.412

1.395

1.308

Unics users Likes

Comments Shares

39.612

43.899

786

563

20.014

21.757

468

220

8.009

8.836

265

115

67.635

74.492

1.519

898

Clicks on the link for

Android devices

Clicks on the link for

iOS devices

36.689

20.881

TOTAL CLICKS

57.570

5.303 downloads in

Android devices

Top 1 in free entertainment app’s

ranking on the iTunes APP Store

APP evolution in overall ranking (blue) and in Entertainment category (red) within iTunes APP Store.

4K SONY TV

3877 78 327

5090 1508 525

844 13 59

SONY is a registered trademark of Sony Corporation.

Names of Sony products and services are the registered trademarks and/or trademarks of Sony Corporation or its Group companies.

Other company names and product names are registered trademarks and/or trademarks of the respective companies.