A SPECIAL OPERATION, AN EXPLOSIVE LAUNCH

We identified activation hotspots for Sony across touchpoints, from product placement in the movie, to mobile experience and in-store screens. We even created a screen: the new ‘Bond smartphone’.

We leveraged Skyfall hype, exploding 50% of investment around opening weekend. Impact placements optimised across all screens drove people to theatres and Sony on/offline stores.

Around opening weekend, Broadcasters created Bond programming such as X-factor’s Bond special; the perfect context for bespoke prime-time Bond ad breaks, collectively fueling Search and Social mentions.

Household IP targeting connected ad-exposure across Tablet, Mobile, PC and TV. Mobile and Tablet display was time-targeted with TV. Extended Bond experiences were developed for Mobile/Tablet. E.g. A Bond issue was created with Stuff, using Blippar to enable video-based ‘secret agent’ Sony experiences. In Cinemas, a unique Sony adventure starring Daniel Craig captivated people, prior to product placement in the movie.

LICENCE TO KILLER RESULTS: A VIRTUOUS CYCLE OF SUCCESS FOR SONY

- Sony achieved the largest shift (+10%) in perception of being a leader in connected digital entertainment-- equaling Apple.

- Achieved 163% increase in brand association with Bond.

- An incremental 2.5m+ people visited Sony product web pages.

- Campaign exposure increased purchase intent of Sony products by 49%!

- Advertising helped drive box office #1's in 19 EMEA markets - Sony Pictures’ highest grossing film ever!

- This boosted cinema advertising exposure by 65% (for free) and influential Sony product placement exposure.