New Media Campaign

Sony

Wireless Bluetooth Speaker

(SRS-XB40)

Advertising Brief

Client

Sony Wireless Bluetooth Speaker (SRS-XB40)

Background Info

Current Tagline: “Be Moved”

Sony has a brand portfolio that is known for innovative technology.

Founded in 1946.

Job Description

To put Sony’s Bluetooth Wireless Speaker above other competing brands as the best in

quality sound from a portable wireless speaker.

Key Insight

Portable, people who have Bluetooth speakers think they have poor quality sound. Quality

sound.

Target Audience

People who want to hear loud quality sound from a Bluetooth device, for example a computer

or phone. Parties, multiple speakers in multiple rooms, People who want surround sound

when watching a movie on the computer by using multiple Bluetooth speakers. They don’t

have a stereo. NO cords. Live in a Small space. Move it around. The people who buy Sony

stuff, existing market. People who appreciate tech and love new gadgets. To have a better

sound when camping or a day at the beach.

People who want a wireless small portable speaker, that emits loud quality sound from a

Bluetooth device, be that a computer, phone or tablet.

Objectives

To put Sony’s Wireless Bluetooth Speaker above other competing brands as the best in

loudness and bass from a portable speaker, also to encourage music and movie lovers to use

the speaker.

3-month campaign.

Seeing consumers use the speakers in public e.g. beach, and like to talk about the

performance of the speaker to others and then people in public can hear the qualities of the

speaker as well.

Consumers don’t know about the product and its bass production, loudness and functionality.

Single Minded Proposition

Insight - The brand is known for innovative technology in portable music.

Emotional benefits/rationale for the consumer – Trendy. Small, light and Portable quality

sound.

Product Characteristics – Portability, Sound Quality, No Wires, Bluetooth.

SMP: Small portable wireless stereo speaker that emits loud sound with great bass, from a

Bluetooth device.

Substantiation

Its proven, social proof. Its portable because of its size and has Bluetooth.

History of Proven innovation from a Company known for innovative technology.

Supporting Benefits

The speaker is water resistant, has a faster Bluetooth data transfer rate than other brands, has

a 24hr battery life and has a line light that flashes in time with the beat of the music.

Portability without sacrificing quality of sound.

Celebrity Musicians and a Tvc showing the capabilities of the speaker, using social media to

convey those properties.

Benefit to Consumer? Yes, the consumer can listen to music on a bigger speaker without

sacrificing portability.

Desired Response

To buy the Sony Wireless Bluetooth Speaker.

Through seeing the Advertising Campaign and realise the Bluetooth speaker is a good option.

You don’t have to sacrifice the quality of sound for portability and having to use wires.

We want the Target Audience to know that the Sony Wireless Bluetooth Speaker has great

bass and is loud, even though its portable and doesn’t use wires.

1.0 Introduction

This is a New Media Campaign for the Sony Wireless Bluetooth Speaker (SRS-XB40), see

Title page for Image of Speaker. We will be using multiple New Media applications to

promote the Bluetooth Speaker, with the content on Four New Media channels based on 3

Television Commercials.

The Tvc’s will be the backbone of the campaign, where we will introduce the Bluetooth

Speaker to the Target Market, via the Four New Media applications and free to air television.

Firstly, the Tvc’s will also be posted on YouTube, then we will also be using Facebook,

Instagram and Twitter. Having links on the posts of each New Media page directing the

Target Market to each media application and the content that is posted.

We are also going to use Interactive Media in public places e.g. a Mall, to help promote and

access those outside of the Target Market, where we will have an Interactive Billboard with a

stack of the Sony Wireless Bluetooth Speakers linked to each other behind the LCD Screen

of the Billboard. Where a version of the Main Tvc will play an interactive experience for the

passer-by to win a Sony Wireless Bluetooth Speaker.

This strategy will inform our Target Market and those that are not, of the Sony Wireless

Bluetooth Speaker and how and what it can do, posts from each of the four new media

channels with links to one another and links with information from the Interactive Billboard

will help that information spread from the Target Market and to potential consumers that are

not in our Target Market.

2.0 Background

Sony began in 1946 Japan, going by the name, “Tokyo Tsushin Kogyo K.K. (Tokyo

Telecommunications Engineering Corporation), also known as Totsuko.” According to Sony.

(2017, Corporate History). The company changed their name to Sony Corporation in 1958.

Sony. (2017, Corporate History).

Sony is well known for its innovative technology, especially when it comes to music. In

1950 Sony launched the 1st Japanese tape recorder, called the G-Type. From the late 1950’s

and through till now, Sony produced milestones in Technologies e.g. Transistor Radios and

Televisions to Personal Audio (Walkman), Games Consoles, Digital Cameras and Computers

to name a few. According to Sony. (2017, Product and Technology Milestones).

“Founder Masaru Ibuka said the purpose of setting up the company was to "establish an ideal

factory that stresses a spirit of freedom and open mindedness that will, through technology,

contribute to Japanese culture." Symbolising Sony's spirit of challenge to "do what has never

been done before," the company has continued to release countless "Japan's first" and

"world's first" products.” According to Sony. (2017, Corporate Info: History).

3.0 Target Market

“Recognizing the core target market(s) for a given product or service is integral to

maximizing advertising spend.” According to Boundless. (2017, Identifying the Target

Market). We do not want to be too broad in our focus on the Target Market, but at the same

time we don’t want to be to narrow, for example we don’t want to limit the Target Markets

age group, we need to find that balance. By understanding the product, that is the Bluetooth

Speaker we can achieve this.

We want to target people who want a wireless small portable speaker, that emits loud sound

and deep base from a linked Bluetooth device, be that a computer, phone or tablet. Also, see

Ad Brief in Appendices.

4.0 Competitors

The Sony Wireless Bluetooth speaker doesn’t rate in the top ten that are available now. The

top five Bluetooth speakers are, UE Boom 2, JBL Charge 3, Bose Soundlink, Fugoo Fugoo

and the Razer Leviathan Mini, all are around the same price range. Though the Sony speaker

is one of the most expensive. According to Techradar. (2017, The Best Bluetooth speaker

available today).

5.0 Objective

To inform the Target Market of the benefits and uses of the Sony Wireless Bluetooth

Speaker, that not only can you use the speaker to listen to music from your Phone, Tablet or

Computer. You can also listen to Tv shows, Web broadcasts and Movies from any of these

devices. Also, if you buy more than one you can link them to play music in every room in

the house without moving a speaker to a new location and if you want you can have a pseudo

surround sound while watching a movie from your computer etc. Much better than using the

inbuilt speakers on the device the Target Market is using as a screen. Also, see Ad Brief in

Appendices.

6.0 Creative Strategy

A Creative Strategy outlines the way in which our advertising will appeal to the interests of

our Target Market, that is provide guidance or purpose for the development of the Ad

Campaign. According to Kokemuller, Neil. (2017, Chron: What is a Creative Strategy).

According to KPCB. (2017, Internet Trends), “Online Advertising = Growth Accelerating,

+22% vs. +20% Year to Year… Mobile $ is greater than Desktop Growth (2016) on Higher

Growth, USA.” Also, see Graph in Appendices for further explanation.

We must take advantage of this online growth via Desktop and Mobile Device Advertising,

by using multiple New Media applications to promote the Bluetooth Speaker, with content on

Four New Media channels based on 3 different Television Commercials, each Tvc showing a

different use for the Speaker. The Tvc’s will be the backbone of the campaign, the 3 Tvc’s

will also be posted on YouTube as they begin to air on Broadcast television. The Free to Air

Tv commercials will air during peak times that the Target Market watches that medium,

usually in the evenings after work or school. According to Deloitte. (2016, Australian media

and digital preferences – 5th edition). We will also be using Facebook, Instagram and

Twitter, having links on the posts of each New Media page, directing the Target Market to

each media application and the content that is posted.

We are also going to use Interactive Media in public places e.g. a Mall, to help promote and

access those outside of the Target Market, where we will have an Interactive Billboard with a

stack of the Sony Wireless Bluetooth Speakers linked to each other behind the LCD Screen

of the Billboard. Where a version of the Main Tvc (see under Story Board), will play an

interactive experience for the passer-by to win a Sony Wireless Bluetooth Speaker. By

involving five passers-by to figure out that if they work together by linking their Bluetooth

enabled devices to the Interactive Billboard and load the Sony Australia web page, a short

version of the main Tvc will play and One lucky person will win a Sony Wireless Bluetooth

Speaker. The action of the public working together and the outcome will be uploaded to the

4 New Media channels, that is YouTube, Facebook, Instagram and Twitter, through the

Interactive Billboard and hopefully by the public watching.

This strategy will inform our Target Market and those that are not, of the Sony Wireless

Bluetooth Speaker and how and what it can do, posts from each of the four new media

channels with links to one another and links with information from the Interactive Billboard

and the public will help that information spread from the Target Market and to potential

consumers that are not in our Target Market.

7.0 Idea

3 Tvc’s each showing different possibilities for the use of the Sony Wireless Bluetooth

speaker, also its functionality, except for 1 which will be the main Tvc and be for

entertainment purposes, and memorable to the viewer. It will also serve in a shortened

version for the Interactive Billboard, though it will show an extreme example of how loud the

device is. See under Story Board for the Tvc idea.

The 2nd Tvc will be showing the Speaker used by 4 housemates throwing a house party,

where each house member links their personal Sony Speaker to the main Bluetooth device

used by the household that has the most music on it. The house mates strategically place

each of their Speakers around the house before the party starts, that way the party goers, no

matter where they are, can hear the music playing clearly. A party goer remarks on how

good the Bass is on the Bluetooth speaker.

The 3rd Tvc shows the speaker used on a more personal level, that is a person is watching a

Movie (Sony Produced) on a Laptop (Sony Laptop) and using the Bluetooth speaker as a

better option to the laptops speakers, a more cinematic quality revealing the loudness and the

bass the speaker produces. Also, we will see another Computer user watching a Sony

Produced show but with two Bluetooth speakers linked to their computer, for surround sound.

Finally, a couple camping will be using a Sony Tablet to watch a Sony Produced movie in

their tent with the Sony Wireless Bluetooth Speaker producing the great sound.

8.0 Creative Rationale

This will be a campaign run over 12 weeks, from the beginning of July, from mid-winter,

start of new financial year till mid spring. This is to take advantage of buyer expenditure,

when consumers are likely to spend the most in a period. According to IECONOMICS.

(2017, Australian Retail Sales mom).

New Media through “Social Networking, Virtual and Viral” are now game changes,

According to Wertime, K & Fenwick, I. (2017, DigiMarketing: The Essential Guide to New

Media and Digital Marketing), that must be used to our advantage and to raise the sales of

our client’s product, the Sony Wireless Bluetooth speaker. Using the “Idea” explained

previously and the “Creative Strategy” also explained we can make use of the Social

Networking, Virtual and Viral as free platforms to inform consumers, especially the Target

Market of Sony’s product with less Advertising Expenditure.

For example, the Interactive Billboard though costly will be in public areas e.g. Bus Stops,

Train Stations and Malls, where people usually have time and gather, they will see this

interactive display and curious as humans are, it won’t take long for the public to work out

this is fun and you could win a prize. Through this interaction, those that aren’t involved

personally but are watching the proceedings will naturally film and upload then share what

they witnessed while waiting for the bus, this will help in viral interaction and help promote

the Bluetooth speaker, getting more for the advertising dollar.

Mock Ups

Story Board Main Tvc

Facebook Post Mock Up

Twitter Post Mock Up

Instagram Post Mock Up

Interactive Billboard Mock Up

This is an example of a public area for an Interactive Media Display (Billboard), where at

least 5 people connect via Bluetooth to the Sony Billboard and then the Tvc of the crowd

being knocked down from the power of the Sony Wireless Bluetooth speaker happens. This

is to create interest and to bring people together to experience something different and they

could win a Sony Wireless Bluetooth speaker. (As was explained in Campaign body).

9.0 Conclusion

Though the Sony Wireless Bluetooth Speaker is not in the top ten Bluetooth speakers,

According to Techradar. (2017, The Best Bluetooth speaker available today). We must

promote the strengths of the speaker, that being its Extra Bass and the volume the speaker

produces is quite loud for its class of speaker. According to PCMag Australia. (2017,

Review: Sony SRS-XB40).

This New Media Campaign will rely on One main Tvc that will also be used in an Interactive

Display to promote Viral Marketing and to show the capability of the volume of the sound

produced, even though it’s in an unrealistic way, the Two other Tvc’s will explain the

situations the speaker can be used and what you can expect if you buy and use it.

The New Media channels will help promote the Sony Wireless Bluetooth Speaker by linking

posts, information, viral posts, content created not only by us but from the consumers using

the product across and between the New Media channels.