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.

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.

MISSION: REGAIN THE ‘CONNECTED’ INITIATIVE FOR SONY

In the most technology cluttered pre-Christmas advertising landscape ever, Sony needed to regain initiative in the battle for people’s connected experiences across TV’s, PC’s Smartphones and Tablets. Apple and Samsung had stolen the attention of ‘Status Seekers’, a key Sony audience. Sony needed to win it back.

INTELLIGENCE GATHERED: WE IDENTIFIED 2 INSIGHTS:

-Power of context: Movies, music and celebrity have disproportionate influence on Status Seekers

-Tailor influence: Their media experiences are multiscreen, but each exerts a different type of influence

CREATE A TAILORED OO7 SCREEN ECO-SYSTEM AROUND SKYFALL

We needed to join the dots between Sony’s products more imaginatively than competitors.

Our idea was to do this through Sony’s biggest content asset– Skyfall; telling Sony’s connected story by creating a tailored media eco-system using 007 screens; Cinema, PC, Mobile, Tablet, TV, OOH and Retail, designed to drive content and product success.