SONY XPERIA S

JULY 2012

BACKGROUND

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Presentation title/date here/Source or author

BACKGROUNDThe Xperia brand is Sony Mobile’s first venture into the smartphone market.

They enter a crowded sector dominated by Apple’s iPhone, but Samsung’s Galaxy III is their primary Android competitor.

The campaign objectives were to:

• raise awareness• increase brand preference

The target audience was 16-55 year old existing smartphone owners, and those intending to purchase a smartphone in the next six months.

The campaign also ran across TV, VoD, Press, Outdoor and Online.

BACKGROUNDCampaign

May 25th – June 21st

Fieldwork

May 28th – July 1st

Methodology

Online tracker collecting 100 ‘last week’ cinemagoers* per week for five weeks.

This group could then be compared to Sony’s main Mobile tracker.

All survey questions were identical to the main Sony Mobile tracker.

AWARENESS & PREFERENCE

AWARENESSDid Sony manage to increase awareness despite the crowded market place?

Sony Xperia S

HTC

Nokia

Blackberry

Samsung

Sony Xperia S

HTC

Nokia

Blackberry

Samsung

Wk 22 Wk 23 Wk 24 Wk 25 Wk 26

Spontaneous smartphone awareness amongst cinemagoers was almost 40% higher than that measured through Sony’s main tracker

AWARENESS

Wk 22 Wk 23 Wk 24 Wk 25 Wk 26

19 1917

1615

Smartphone brand awareness (%)

Sony Mobile main tracker(13%)

cinema campaign period

Prompted smartphone awareness amongst cinemagoers was almost 11% higher than that measured through Sony’s main tracker

AWARENESS

Wk 22 Wk 23 Wk 24 Wk 25 Wk 26

71

73

70

7271

84

80

7776

75

Smartphone brand awareness (%)

Sony (Main Tracker)Sony (Cinema)

cinema campaign period

Preference for Xperia amongst Cinemagoers outstripped that of the Control sample during the opening three weeks of the campaign

PREFERENCE

Wk 22 Wk 23 Wk 24 Wk 25 Wk 260

5

10

15

20

25

30Smartphone brand awareness (%)

Samsung (CMT)

Samsung (Cinema)

Blackberry (CMT)

Blackberry (Cinema)

Nokia (CMT)

Nokia (Cinema)

HTC (CMT)

HTC (Cinema)

Sony (CMT)

Sony (Cinema)

cinema campaign period

CUT THROUGH & ATTRIBUTION

Recognition of the Xperia creative increased throughout the campaign period, and remained strong after the activity had ended

CUT THROUGH

Wk 22 Wk 23 Wk 24 Wk 25 Wk 26

105

122

128

170166

cinema campaign period

Cinemagoers were more likely to correctly identify Xperia as the advertised manufacturer brand

ATTRIBUTION

Xperia S (CMT) Xperia S (Cinema)

49 56

2020

4316 9

11 12

Other

Nokia

Apple

Other Android

Sony

June JulyCinema performed extremely well with regard to the primary objective of raising awareness of the Xperia S.

Across the campaign period spontaneous awareness amongst cinemagoers was 40% higher (on average) than amongst respondents from the main Sony Mobile tracker.

SUMMARY

On average prompted awareness was 11% higher amongst cinemagoers than amongst other respondents.

Cinemagoers were 13% more likely than other respondents to correctly identify Sony as the manufacturer.

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