Presentation 38

Sony: Launching 4K Technology Integrated communication campaign

Jorge Gรกllego Head of Public Relations and Corporate communications Iberia

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

Miguel Ángel Bona San Vicente, jefe de Unidad de Planificación de TDT, Satélite y Radiocomunicaci ones 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"

3

1

35

43

4

25

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*

Andrés Iniesta

7.548.030

David Villa

5.098.149

Marc Márquez

1.004.525

TOTAL

13.650.704

Impressions**

7.974.117

5.257.301

1.078.994 14.310.412

Unics users

Likes

Comments

Shares

39.612

43.899

786

563

352

20.014

21.757

468

220

745

611

8.009

8.836

265

115

1.395

1.308

67.635

74.492

1.519

898

RT’s

Favourites

292

345

358

Clicks on the link for Android devices

Clicks on the link for iOS devices

TOTAL CLICKS

36.689

20.881

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.