Sony Bravia

Sony Bravia increases purchase consideration like no other.

Executive Summary

Placing the Sony Bravia ad on cinema enabled cut through and brand awareness in a marketplace in which customers think in depth about the purchase they are going to make. By targeting a specific target audience Sony Bravia managed to elevate perceptions among their key audience.

Establish awareness and advertising recall

• This research shows clear increases in the quality of branded recall and attribution in the Test Cell
• 9% Spontaneous Ad recall of Sony vs 2% in Control Cell
• 34% Spontaneous Cinema Ad awareness of Sony Bravia vs 0% in Control Cell
• 35% Prompted Ad attribution to Sony Bravia vs 17% in Control Cell
• Recall of ‘Colour Like No Other’ tagline higher in Test Cell (14% vs 10%)

Understand the advertising’s impact within a cinema environment

• Visual impact of execution was most commonly mentioned aspect (e.g. vibrant colours)
• All respondents who spontaneously mentioned ‘music’ were in the Test Cell – suggesting stronger acoustics of cinema environment contributed to impact
• ‘Liking’ of the music was also stronger in the Test Cell
• Respondents in Test Cell significantly more likely to agree that ‘use of colour makes the ad really memorable’

Identify to what extent advertising exposure influences brand perceptions and purchase consideration overall

• Consideration / purchase intent for Sony Bravia significantly higher in Test Cell
• Greater brand / ad affinity among the Test Cell observed in several key metrics:
• 'Changes the way I feel about Sony Bravia’
• ‘Reminds me that Sony Bravia is an innovative brand’
• ‘It’s trendy advertising’
• ‘It’s different to other advertising’

Background

Sony Bravia chose cinema as a key medium to showcase their new ad creative. The new creative was artistically impressive and fit very well with the quality of the big screen. Due to the nature of the ad there was a lot of PR around during the campaign.

The Solution

Sony Bravia bought a Jumbo Package that ran for 6 weeks from 17th Nov 2006 in order for them to reach their target audience of 18+ adults.

During this period they took advantage of:

• An opportunity for word of mouth to make a difference: with such a creative ad and the knowledge that cinemagoers tend to consume cinema in a group, talkability is achieved
• Brilliant association with a top line up of films including Casino Royale and Borat
• An impactful environment – key for raising awareness of a brand
• A great share of voice.  During Nov - Jan there were no other Household Electrical brands on screen

Research was conducted by Queastor Research for Carlton Screen Advertising.

195 18+ cinemagoers were recruited in Irish cinema foyers where the ad was shown and called back the next day for a short telephone interview.  At the time of recruitment they are not aware they would be asked about advertising.

87 cinemagoers were recruited from Irish cinemas where the ad was not showing and called back the next day for a short telephone interview.

Media Agency:    Mediaworks
Research Agency:    Queastor Research
Campaign Date:    November - December 2006
Cinema Campaign:    6-week Jumbo Package
Media Mix:    Cinema, TV