SONY19 February 2003THE AGENDATHE AGENDA Recap of the BriefAndrew Lee Consumer InsightsMr.Kong Branding StrategyNaveen Rao Creative Concepts Sam Chung Events&MediaElla Poon ConclusionAndrew LeeTHE BRIEFTHE BRIEF To strengthen Cyber-shot sub brand image in China market To increase Cyber-shot awarenessAGENCY VIEWPOINTAGENCY VIEWPOINT The 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 insights In light of the key category communication trends In line with the contribution that the brand is making to the SONY mega brandSONY-THE BRAND ARCHETYPESONY-THE BRAND ARCHETYPETHE CREATORU SERIESP SERIESF SERIESINDIVIDUAL MODELSCONSUMER INSIGHTSCONSUMER INSIGHTSSONY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）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、行动力强消费决策消费决策感性但不浪费，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。
品牌追随品牌追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，经济收入稳定社会地位社会地位他们处于各级的中层，经济收入稳定生活方式生活方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：君子好色不好淫事业追求事业追求毫无疑问，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Cyber-shot RIDING TECHNOLOGY AND STYLECyber-shot RIDING TECHNOLOGY AND STYLE Category intrinsically lifestyle oriented Technological 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 supportRelationshipCATEGORY DYNAMICSCATEGORY DYNAMICSTechnology/Feature ledDramatization of benefitsCELEBRITYEndorsementTechnology associations/Imagery associationsNOT NECESSARILY LINKED STRONGLYCyber-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-EXPRESSIONTHE BRAND ESSENCETHE BRAND ESSENCE“IMAGE ENRICHMENT BY IMAGE ENRICHMENT BY Cyber-shotCyber-shot”Technology that Enriches the IMAGEEnriched lifeThrough self expressionThe Consumer DesireThe ProductTHE Cyber-shot BRAND PILLARSTHE Cyber-shot BRAND PILLARSIMAGE ENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINATIONSUPERIORSTUNNINGLY DIFFERENTFASHIONABLETASTEFULTHE 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 imageAPPROACH 1:NARROWCASTINGAPPROACH 1:NARROWCASTINGBY REFLECTIONIMAGEShould reflect the advantage that technology bringsShould reflect the consumer PsycheShould reflect the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful,SuperiorAPPROACH 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,SuperiorCREATIVE PRESENTATIONCREATIVE PRESENTATIONCyber-shot Events EVENT OBJECTIVES Grand Launch Impact About Lifestyle About“Creativity”Enhance Product Knowledge Drive Product Off-take1.“Create your Cyber-shot”The idea:Sony creates exotic“photo opportunities”for you,Sony creates exotic“photo opportunities”for you,all around Chinaall around China The“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/GZ Each 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 P102.Cyber-shot照相馆照相馆 Big expo tent erected at public areas,e.g.Fu Xing Park in Shanghai Product demonstration/experience Educational 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 P10 The 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 Media CreationsMedia Creations by Cyber-shot Giant Building Wrap Building Rooftops MTR Photo Exhibition Gallery Magazine Gatefold Magazine photography sponsorship Sony Creations OnlineGiant Building Wraphighlights the impact and detail of 5.0 mega pixelphotography with the new P10Metro Photo GalleryCREATION BY SONYBuy the whole concourse at 徐家沤徐家沤 Metro station in ShanghaiSony Online CreationsPop-up roadblock on websitesCREATION BY SONYBuilding RooftopsShowcase exotic Sony CreationsMagazine Gatefold High impact gatefold for maximising the 5 Mega Pixel benefitMagazine photography sponsorship All photos in one issue to be taken by Cyber-shot P10 with credit mentioning Rotate 4-5 magazines,1 every monthCreation by SonyCyber-shot by Grey谢谢 谢谢22.9.2316:19:2816:1916:1922.9.2322.9.2316:1916:1916:19:2822.9.2322.9.2316:19:282022年9月23日星期五16时19分28秒9、静夜四无邻，荒居旧业贫。
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