A策劃索尼數(shù)碼廣告提案一流PPT教學(xué)課件

1、1THE BRIEFTHE BRIEF To strengthen Cyber-shot sub brand image in China market To increase Cyber-shot awareness第1頁/共32頁2AGENCY 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 cons

2、umer insights In light of the key category communication trends In line with the contribution that the brand is making to the SONY mega brand第2頁/共32頁3SONY - THE BRAND ARCHETYPESONY - THE BRAND ARCHETYPETHE CREATORU SERIESP SERIESF SERIESINDIVIDUAL MODELS第3頁/共32頁4CONSUMER INSIGHTSCONSUMER INSIGHTS第4頁

3、/共32頁5SONY品牌迷戀者對于SONY產(chǎn)品他們并不陌生，他們自覺成SONY產(chǎn)品延伸和升級的消費(fèi)者，SONY品牌對他們意味者： 科技領(lǐng)先 工藝精美 外觀時尚 性能可靠 風(fēng)格獨(dú)立第5頁/共32頁6SONY的先進(jìn)和完美既是他們審美的方向，又是他們自身心向往之的行為風(fēng)格專業(yè)專業(yè)（迷戀自己的專業(yè)，有專業(yè)追求，但他們不是攝影的專業(yè)人士）精致精致（喜歡社交、人格開放、生活富裕但不具有貴族氣質(zhì)）時尚時尚（追求現(xiàn)代生活方式，但不過分另類）可靠可靠（這是青壯年一族，有責(zé)任心或有選擇地承擔(dān)責(zé)任，獨(dú)立， 控制欲強(qiáng)、在他人的依賴感中欣賞自己）獨(dú)立獨(dú)立（無論經(jīng)濟(jì)還是情感都較為獨(dú)立，崇尚創(chuàng)造，拒絕模仿） 第6頁/共32

4、頁7他們了經(jīng)歷的時代的巨變，并成為時代的受益者，因此他們的為人處世帶有明顯的時代烙印，但他們是時代的探索者、不保守、行動力強(qiáng)消費(fèi)決策消費(fèi)決策感性但不浪費(fèi)，關(guān)注價格但不過分敏感，不盲目選擇也不過分追求信息的完整。品牌追隨品牌追隨不是頂尖品牌的發(fā)燒友，但對熟悉的大品牌有持久的追隨。對品牌有狗性般的忠誠，但一再失望就會成為該品牌的敵人。社會地位社會地位他們處于各級的中層，經(jīng)濟(jì)收入穩(wěn)定。 第7頁/共32頁8社會地位社會地位他們處于各級的中層，經(jīng)濟(jì)收入穩(wěn)定。生活方式生活方式內(nèi)心有著對遠(yuǎn)方的渴望，旅游、俱樂部、不期而遇、藝術(shù)活動、懷舊是他們的浪漫方式，但他們追求相對的穩(wěn)定，反對無原則的破壞，他們離經(jīng)不叛道

5、，犯上不作亂，信奉：君子好色不好淫。事業(yè)追求事業(yè)追求毫無疑問，無論他們是否在工作中取得了理想的成就，但他們是努力工作的一群，他們崇尚科學(xué)精神，有理想主義傾向。 第8頁/共32頁9最值得關(guān)注的是：最值得關(guān)注的是：這群消費(fèi)者的人格、氣質(zhì)、處世理念與SONY產(chǎn)品互為印證，他們以這種印證為自豪。 第9頁/共32頁10Cyber-shot RIDING TECHNOLOGY AND Cyber-shot RIDING TECHNOLOGY AND STYLESTYLE Category intrinsically lifestyle oriented Technological advancement

6、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 supportRelationship第10頁/共32頁11CATEGORY DYNAMIC

7、SCATEGORY DYNAMICSTechnology / Feature ledDramatization of benefitsCELEBRITYEndorsementTechnology associations / Imagery associationsNOT NECESSARILY LINKED STRONGLY第11頁/共32頁12Cyber-shot UNDERSTANDING THE RELATIONSHIPCyber-shot UNDERSTANDING THE RELATIONSHIPPROCESSSHAREInteraction with the subject po

8、werInteraction with the image ownership / control- CreativityInteraction with others sharing output / sharing the featuresCAPTUREBehaviourInternalisationRECOGNITION / APPRECIATIONTHE IMAGECaptures ImaginationAllows for creativityReflects inner selfSELF - EXPRESSION第12頁/共32頁13THE BRAND ESSENCETHE BRA

9、ND ESSENCE“ “IMAGE ENRICHMENT BY IMAGE ENRICHMENT BY Cyber-shotCyber-shot” ”Technology that Enriches the IMAGEEnriched lifeThrough self expressionThe Consumer DesireThe Product第13頁/共32頁14THE Cyber-shot BRAND PILLARSTHE Cyber-shot BRAND PILLARSIMAGE ENRICHMENTLIFESTYLETECHNOLOGYSELFEXPRESSIONIMAGINAT

10、IONSUPERIORSTUNNINGLY DIFFERENTFASHIONABLETASTEFUL第14頁/共32頁15THE Cyber-shot BRAND ARCHITECTURETHE Cyber-shot BRAND ARCHITECTUREU SERIESTECHNOLOGY FOR TECHNOLOGY FOR CURIOSITYCURIOSITYP SERIES P10 leadsTECHNOLOGY FOR TECHNOLOGY FOR CREATIVITYCREATIVITYF SERIESTECHNOLOGY FOR TECHNOLOGY FOR PERFECTIONP

11、ERFECTIONTHE THE CREATORCREATORFashionable, Stunningly Different, Technologically Superior, TastefulIMAGE IMAGE ENRICHMENTENRICHMENTFashionable Stylish/CompactYoung /Fun5 MEGA PIXELSHi Tech/Trendy Unique styleLens/CCD QualityProfessional image第15頁/共32頁16APPROACH 1: NARROWCASTINGAPPROACH 1: NARROWCAS

12、TINGBY REFLECTIONIMAGEShould reflect the advantage that technology bringsShould reflect the consumer PsycheShould reflect the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, Superior第16頁/共32頁17APPROACH 2: BROADCASTINGAPPROACH 2: BROADCASTINGBY ASSOCIATION

13、TO ROLE MODELSIMAGEShould associate with the technological advantageShould associate with the consumer PsycheShould associate with personality traits of the brand valuesCuriosityCreativityPerfectionTechnologyStunningly differentFashionableTasteful, Superior第17頁/共32頁18CREATIVE PRESENTATIONCREATIVE PR

14、ESENTATION第18頁/共32頁19Cyber-shot Events Cyber-shot Events 第19頁/共32頁20EVENT OBJECTIVESEVENT OBJECTIVES Grand Launch Impact About Lifestyle About “Creativity” Enhance Product Knowledge Drive Product Off-take第20頁/共32頁211. “Create your Cyber-shot”1. “Create your Cyber-shot” The idea : Sony creates exotic

15、 “photo opportunities” for you, all around Sony creates exotic “photo opportunities” for you, all around ChinaChina The “Photo Opportunities” Exotic “objects” placed in popular, high traffic areas (e.g.人民廣人民廣場場, , 新天地新天地), termed “Sony Creations” A total of 10 creations in BJ/SH/GZ Each photo taken

16、at “Sony Creations” sites can be sent to Cyber-Cyber-shot Online Exposhot Online Expo entitled to premium / gifts with purchase of the P10第21頁/共32頁222. Cyber-shot2. Cyber-shot照相館照相館 Big expo tent erected at public areas, e.g. Fu Xing Park in Shanghai Product demonstration / experience Educational ex

17、po 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, 10000

18、th entrance to the Expo will win a P10, whereas all participants can get premiums with purchase the P10 at selected outlets 第22頁/共32頁23Media CreationsMedia Creations第23頁/共32頁24Media Creations by Cyber-shotMedia Creations by Cyber-shot Giant Building Wrap Building Rooftops MTR Photo Exhibition Galler

19、y Magazine Gatefold Magazine photography sponsorship Sony Creations Online第24頁/共32頁25Giant Building WrapGiant Building Wraphighlights the impact and detail of 5.0 mega pixelphotography with the new P10第25頁/共32頁26Metro Photo GalleryMetro Photo GalleryCREATION BY SONYBuy the whole concourse at 徐家漚徐家漚 M