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
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