Presentation 38
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Transcript of Presentation 38
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.