This was a team project where we were tasked with developing a campaign proposal for a new product. Other team member names have been removed. I was responsible for the strengths and weaknesses of the competitors and for the launch event

1. Sony XperiaZ Public Relations Campaign Proposal
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2. Introduction
To: Chief Marketing Officer at Sony Electronics, Inc.
Dear Mike Fasulo,
First of all, thank you on behalf of everyone at Edelman. We are truly excited and humbled
by the opportunity to present the following strategic communication campaign for the
launch of the XperiaZ smartphone and tablet.
We have assembled a highly qualified team of public relations specialists to create the
following proposal, and hope to have the opportunity to continue to work with you to
implement this plan over the next 12 months. Should we be presented with this continued
opportunity, our specified team will be dedicated to the revitalization of the Sony brand in
mobile marketplace in the United States.
In today’s ever-changing mobile landscape, we believe it is essential to play upon Sony’s
use of previously successful technologies in their line of mobile products. While Sony is a
stand-alone brand in many arenas, its venture into mobile is new, and we believe this is the
campaign to help it make a memorable and impactful splash in that space.
The follow page details the individual facets of the plan and where you can find them.
Sincerely,
Edelman Team
Strategic Communications Team
Edelman
Table of Contents
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3. Introduction 2
Table of Contents 3
Situation Analysis 4
Customer Profile
Team Member 1
Strengths and Weaknesses 10
Team Member 2
Marketplace and Competitors 12
Maureen Mohan
Implications and Insights 17
Team Member 3
Objectives 18
Team member 3
Strategies 19
Team member 2
Launch Event Tactics 21
Maureen Mohan
Ongoing, Sustained Tactics 25
Team member 1
Timetable 28
Situation Analysis
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4. Customer Profile
Smartphones
The smartphone market has experienced a major growth over the last four years with nine out of
ten people using a mobile device with Smartphone capabilities daily. Current smartphone user
demographics range broadly but contain two age groups dominating the main consumer
demographics of 18-29yrs and 30-49yrs. These age demographics are primarily using the device
for texting, surfing the Internet, taking pictures and, lastly, making phone calls.
Market segments can be broken into four unique categories, which contain some overlap.
Moborati
This segment represents the mobile generation that has grown up with cell phones and
cannot imagine life without one. The Smartphone devices are a central part of their daily
lives.
Social connectors
Communication is a central part of this particular segment and the Smartphone allows
them to keep up to date with friends and social events. Their mobile device becomes a
bridge to their social world.
Mobile professionals
The Smartphone helps to keep up with this segments professional lifestyle in addition to
their personal life. This group is more likely to own a Smartphone than any other segment.
The Smartphone has become an all-in-one device for all of their communication and
information needs.
Pragmatic adopters
Although this segment has adapted to the Smartphone, it is not an integral part of their
lives. These individuals are now learning that there are other things they can do with the
Smartphone than just saying “hello”. Although the Smartphone is still a part of their
everyday life, they use the device as more of a functional role than that of entertainment.
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5. Psychographic Data
All data is based around the age segments of 18-29 and 30-49
This data is comparable to tablet owners as well.
The personality of smartphone owners:
 Typically are educated with at least a bachelor’s degree or higher.
 They are avid readers, who stay current with news and global issues.
 Are more likely to be optimists, who prefer spending their money on vacations and
new technology.
 Claim they are high-maintenance.
 Have a stronger verbal aptitude.
 Are more likely to state they lead rather then follow.
Life experiences:
 Are likely to have traveled outside their native country.
 Tend to shop at bulk stores / club stores.
 Play some sort of musical instrument.
 May have first used the Internet before 1998.
 Are more likely to back up their computer consistently.
 More likely own pets.
 Vacation regularly, probably in the last six months.
Technology:
 More likely to be early adopters.
 Prefer a sleeker looking device with limited features than an ugly one with many
features.
 Are likely to have three or more email addresses, owning domains associated with
work, school, or their website.
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6. Phone behavior:
 Are likely to hang up on telemarketers immediately.
 Will text while driving.
 While waiting in line will check email.
 Will text to pass time.
 Are more likely to have songs rather than beeps or tones as their ringtone.
 Will answer an unknown phone call by stating, “Hi, this is….”
Demographic Data
Annual household income:
Total number of cell phone owners in study (N=2,581)
Less than $30,000/yr (n=690) Total in study 78% had a cell phone
$30,000-$49,000 (n=456) 78%
$50,000-$74,999 (n=345) 89%
$75,000+ (n=646) 90%
Although this study contains only financial information about general cell phone ownership, this
study also demonstrates that households that produce an annual income of $50k to $75k are the
predominant owners of smartphones.
Education level:
Total number of cell phone owners in study (n=2,581)
No high school diploma (n=187) Total in study 65% had a cell phone
High school grad (n=681) 75%
Some college (n=679) 85%
College + (n=1,020) 86%
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7. This study correlates level of education and cell phone ownership, revealing most individuals with
higher levels of education are more likely to own a cell phone.
Tablets
Tablets are quickly replacing PCs as the mobile device of choice. Tablets continued to gain
traction in the US in 2012; with 52.4 million US tablet owners as of December 2012. The rapid
adoption of tablets is speeding up, and is expected to replace the laptop.
When compared to iPads, the overall tablet penetration is rising more quickly and will reach
29.1% of Internet users by the end of this year; however market growth will still fall to 11.9% by
2015. When broken down by age demographics, two markets have the lowest penetration, 12 and
under group and 65+ groups. The age group most likely to use a tablet remains between the ages
of 18-49, which makes up one-third of the total tablet population.
There are distinct differences across iPad, Android, and Kindle Fire audiences. iPad owners skew
male (52.9%), and slightly younger with 44.5% of owners under the age of 35. These individuals
typically come from wealthier backgrounds with 46.3% of this age group residing in households
with a combined income of $100k or greater. In comparison, Kindle Fire owners skew female
with 56.6% of its audience. Both Android and the Kindle Fire saw household incomes below that
of iPad owners, aligning more closely with household incomes reported by smartphone owners.
Statistical data:
Demographic profile of tablet owners in the US
GENDER: - Male: 50.0% - Female: 50.0%
AGE:
- 13-17: 5.5%
- 18-24: 13.0%
- 25-34: 24.2% -
35-44: 20.6%
- 45-54: 18.1%
- 55-64: 11.0%
- 65+: 7.6%
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8. HOUSEHOLD INCOME:
- <$25k: 7.8%
- $25k to <$50k: 18.1%
- $50k to <$75k: 19.1%
- $75k to <$100k: 16.7%
- $100k+: 38.4%
In 2012, the number of iPad users in the US grew by over 90% to 53.2 million. Loyal users
replaced their older models with the most recent, while new consumers purchased the current
device. However, the level of growth is still down significantly from last year’s 143.9% spike, and
is foreseen to continue to decline by 2015. The number of iPad users will rise by 12% but by then
more than one-third of all US internet users will own a mobile device, explaining the decline in
market growth.
US iPad users, 2010-2015:
- 2010: 11.5 million
- 2011: 28.0 million (+143.9%)
- 2012: 53.2 million (+90.1%)
- 2013: 70.5 million (+32.6%)
- 2014: 81.1 million (+15.1%)
- 2015: 90.8 million (+11.9%)
Compared to iPad, overall tablet usage is rising quickly, and will reach 29.1% of Internet users by
the end of this year; however growth will still fall to 11.9% by 2015. In 2013, the iPad will
continue to be in the hands of more than three-quarters of all tablet users, but by 2015 this
percentage is expected to decline.
Tablet adoption is expected to increase more quickly than smart phone’s in the US, from a base of
nearly 55 million by the end of 2013 to almost 90 million in the next two years. By 2015, more
than one in three US Internet users will own a tablet device.
US tablet adoption, 2013-2015:
- 2012: 54.8 million (22.9% of internet users)
- 2014: 89.5 million (35.6%)
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9. E-readers, connected game consoles, internet-enabled TVs and other connected gadgets have
become essential to a society that demands instant and constant access to digital media.
Combination Phone & Tablet:
Both tablets and smart phone markets are expected to grow in the next two years. A consumer
who would buy both a smart phone and tablet are between the ages of 18-49. These segments are
the largest consumers of mobile technology. If given features that were only found on one product
and not the competition they would become loyal to a brand. Apple has dominated the
smartphone/tablet industry, but demographics depict over the next two years consumers will be
enticed to buy products that work in harmony with one another alleviating the problem of syncing
multiple devices. Time management is a tremendous factor for these age groups who demand
instant gratification from technology.
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10. Sony Xperia Z-Line Strengths and Weaknesses
Xperia ™ Z Smartphone
In a world where smartphones are the norm, Sony seeks to differentiate their mobile
devices through a variety of features including the first ever 5-inch display using Sony
BRAVIA ® TV technology, resistance to dust and water and a 13 megapixel, fast-capture
camera. The XperiaZ smartphone excels in design, sound, display and especially
connectivity.
The XperiaZ has a clear advantage when it comes to screen and display. Sony is known
for their television technology and the use of this technology when venturing to the mobile
platform creates an unmatched user experience. It is the first smartphone on the market
with a 5-inch display screen, a full inch larger than the latest generation iPhone. The screen
size paired with the 1080 x 1920 full HD Reality Display makes the phone desirable for
those consumers concerned with picture and screen quality.
The phone meets IP55 and IP57 standards, meaning it can survive a dunk in up to 1m of
water, being squirted with water jets, and the ingress of dust (which can play havoc with
electronics).
Sony is known for its sleek design, and this phone is no different. The company brands this
phone as minimal yet distinctive with its new OmniBalance design and they achieve this
with quality craftsmanship, seamless surfaces and slim frame, at 7.9 millimeters. The
phone is also available in three colors: black, white and purple, which are one more than
most of the phones in the marketplace.
One of the major advantages of the XperiaZ is its unmatched connectivity with other Sony
devices. The phone incorporates one-touch connectivity technology so that the device can
connect with Sony speakers, the Sony Personal Content Station, the XperiaZ tablet, or
other XperiaZ phones with the touch of a button.
While the XperiaZ touts a better battery life with its STAMINA battery mode feature, the
battery leaves much to be desired in terms of lifetime, according to Chris Davies of
SlashGear.com. The11 hours or talk time or 550 hours of standby quoted by Sony were
configured without the display on, which requires a major amount of power when in use.
According to Dragan Petric of Brighthand: smartphone News and Reviews, the battery
performance lacks, especially when running multiple applications. Also noted by Davies,
the browser performance is 50 percent slower than its marketplace counterparts.
The XperiaZ has no advantage when it comes to performance; Davies noted that the
phone has the same core hardware as many other phones to market.
Overall, the XperiaZ is a solid contender in the marketplace, but struggles with brand
recognition for mobile devices. Sony, unlike Apple or Samsung, is not known for its mobile
devices and therefore must put an exceptional phone to market in order to garner respect.
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11. The XperiaZ is closer than Sony has ever been to matching and exceeding competitors in
the smartphone space.
Xperia™ Z Tablet
In a space where Apple is king, Sony gives the iPad a run for its money with the XperiaZ
Tablet. Like its smartphone counterpart, the XperiaZ has an unmatched level of
connectivity between devices, which is something the iPad lacks. The tablet incorporates
one-touch connectivity technology so that the device can connect with Sony speakers, the
Sony Personal Content Station, the XperiaZ phone, or other XperiaZ tablets with the just
the touch of a button. Additionally, the tablet appeals to the gamer with the PlayStation
Mobile aspect, bringing HD gaming to your tablet.
The XperiaZ tablet is lighter, slimmer and more transportable than other tablets as it is
the thinnest in the market weighing just over 1 pound and is 6.9 millimeters thick. The
device incorporates Sony BRAVIA® TV technology, creating a clearer picture and superior
sound.
The first and only tablet to use Qualcomm’s newest Snapdragon S4 quad-core processor,
the XperiaZ is unmatched when it comes to performance and power. Both the iPad and
the Nexus tablet devices use dual core processors.
At $100 cheaper than the competition, the XperiaZ tablet has double the memory of the
iPad, clocking in at 2GB of memory.
Overall, Sony does a good job of utilizing existing technologies proven successful in
previous product to create a hybrid of features in the XperiaZ. Andy Boxall of
DigitalTrends.com says that the XperiaZ is easily one of the most attractive tablets we’ve
seen in years.
Harry McCracken of TIME Magazine’s Technologizer says the XperiaZ tablet’s Android
running system as a cause for concern as it has yet to be perfected in tablets. Also noted is
that its web browser doesn’t support Adobe Flash, which is requires by a lot of games and
videos on web.
Lastly, the XperiaZ tablet has the lowest screen resolution among its competitors. As with
other Sony mobile devices, the XperiaZ tablet struggles with brand and product
reputation in the marketplace.
All in all, Sony puts forth a strong contender in the tablet space.
Marketplace and Competitors
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12. Maureen Mohan
Competitors
Sony’s XperiaZ phone and tablet can be compared to its competitors in multiple ways; by
phone, tablet and interconnectivity. All have positives and negatives but ultimately it will
come down to how functionality and compatibility is marketed to consumers.
Phone
The main competitors the Sony XperiaZ phone faces in the cell phone market are the
iPhone 5, the Samsung Galaxy S III and the Google Nexus 4.
Apple iPhone 5:
When comparing the iPhone to the XperiaZ, the XperiaZ has a better camera with better
color and contrast technologies. The iPhone has a smaller 4-inch screen compared to the
XperiaZ’s 5-inch screen, which makes the iPhone better for putting in a pocket but the
XperiaZ better for viewing on a larger screen. The XperiaZ offers a full 1080p resolution
and 448 pixels per inch compared to the iPhone’s 640 resolution and 326 pixels per inch.
The XperiaZ uses Sony’s BRAVIA® TV technology, which automatically adjusts the contrast
and brightness to the environment it is in, this makes for a better viewing experience than
the iPhone’s retina display.
The XperiaZ is waterproof and dust proof, it also includes more color options (offered in
black, white and purple), a microSD slot for expanding memory and easy customization,
due to the Android platform being open source and has a large development community
available to make it easier to customize the phone. The XperiaZ features the battery
stamina mode that can help save battery life by turning off apps and functions not being
used when the phone is in stand-by mode. Sony is known for its PlayStation game systems
and online community and the XperiaZ can access the PlayStation store as well as the
Google Play Store. Finally, the XperiaZ has Near-Field Communication (NFC) capability
that allows phone owners to use their phone as a mobile wallet, remote control and allows
for easy transfer and playing of music, video and more between devices. XperiaZ owners
can also purchase Smart Tags, when these are touched to the phone specific settings and
apps will automatically start.
The iPhone would not survive a 30-minute soaking in water like the XperiaZ and has been
criticized by some about low battery life and lack options to conserve battery. The iPhone is
only available with certain storage capacities (16GB, 32GB and 64GB) and cannot be
expanded with an external memory card. However if an iPhone user has purchased the
64GB version then they have more memory than the XperiaZ’s maximum capacity of 48GB.
The iPhone also has fewer customization options available through its development
community and discourages people from ‘jailbreaking’ their phone but it is much faster in
fixing bug errors that are discovered on the operating system; Android can take months to
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13. fix bugs compared to Apple’s couple week timeline. Consumers interested in the XperiaZ
cannot currently buy the phone through a carrier like Verizon or AT&T and have to go to
external websites to purchase it off contract. Because of this, the XperiaZ costs a lot more
than the iPhone ($800 at most websites) and users do not have a long warranty or
customer support available like they would if they purchased an iPhone. One main
drawback for the iPhone is that it currently does not have NFC technology available,
meaning that users cannot use their phone to wirelessly transfer files to other devices.
Samsung Galaxy S III:
When comparing the XperiaZ to the Samsung Galaxy S III, there are some tradeoffs
between the two devices. The XperiaZ has better screen resolution and more pixels than
the Galaxy and both devices are similar in screen size, XperiaZ at 5-inches and the Galaxy
at 4.8inches. The Galaxy has better talk-time battery life, about 22 hours compared to 11
with the XperiaZ, and better stand-by time, 34 days compared to 23 with the XperiaZ.
Both phones have quad-core processors but the Galaxy has more storage capability, the
XperiaZ has 16GB built-in storage and is expandable up to 32GB while the Galaxy has
32GB built-in storage and is expandable up to 64GB. The Galaxy has an 8 megapixel (MP)
rear camera and a 1.9 MP front-facing camera, while the XperiaZ has a 13.1 MP rear
camera and a 2.2 MP front-facing camera. Finally, the Galaxy supports Flash files and the
XperiaZ does not. Overall, a deciding factor between the two phones would be screen and
camera quality versus battery life and productivity.
Google Nexus 4:
The Nexus is the least competitive smartphone for the XperiaZ. The XperiaZ has better
screen resolution and higher pixels per inch in addition to a better battery life than the
Nexus. The Nexus only has 8 GB storage capability while the XperiaZ is expandable up to
48GB total. The XperiaZ has a 13.1 MP rear camera and a 2.2 MO front camera where the
Nexus has an 8 MP rear camera and a 1.3 MP front camera. The Nexus only supports MP3
audio files and does not have a radio, which both are not major drawbacks, but may hinder
some of the entertainment focused consumers.
Tablet
The XperiaZ tablet is not as advanced as the phone is which makes it difficult to compete
with other tablets. It is the lightest table yet and as long as 3 ports (headphone jack,
charging port and microSD slot) are covered it is fully submersible in 3 feet of water for 30
minutes.
Amazon Kindle Fire HD:
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14. The Fire is competitive with the XperiaZ in functionality. While the Fire is smaller with an
8.9-inch screen, or 7-inch screen depending on the version, compared to XperiaZ’s 10.1-
inch screen they both have the same screen resolution and the Fire has more pixels per
inch than the XperiaZ. The Fire has a dual core processor while the XperiaZ has a quad, it
also has expandable storage up to 48 GB and the Fire has a 32GB storage option with the
only other storage add on to 64GB available in the 4G LTE versions. The Fire has a front
camera but not a rear and the XperiaZ has a rear camera, but not a front. The Fire offers
several options as far as storage and size; a 7-inch version is available at 16GB and 32GB
which is priced at $199 and $249, the 8.9-inch version is available in 16 GB and 32 GB for
$299 and $369 and the 4G LTE version which will allow users to use internet anywhere
available in 32GB and 64GB for $499 and $599, with a 12-month 250MB data package for a
one time payment of $49.99. Not much is known about options on the XperiaZ, but if it just
has the one 32GB, 10.1-inch screen option for $499, then the Fire offers more of a variety of
size, storage and pricing which makes it more competitive to the XperiaZ.
Apple iPad and iPad Mini:
The XperiaZ falls in between the iPad and iPad Mini in weight, weighing more than the
Mini but less than the iPad. The XperiaZ has the biggest screen of the three but does not
have as good of a screen resolution or pixels per inch as the iPad, but does have better
resolution and pixels per inch than the Mini. Internal specifications give the XperiaZ an
edge over the iPad and Mini because the XperiaZ has a quad core processor while the iPad
and Mini both have dual core (the iPad with Retina Display has a quad core graphics
processor), the XperiaZ has the highest RAM (2x the iPad and 4x as much as the Mini) and
comes standard with 16GB and is expandable to 48GB storage compared to the iPad and
Mini which start at 16GB and to get more storage a consumer has to pay a lot more. The
XperiaZ has a better camera at 8 MP than the iPad and Mini which both have 5 MP camera;
the iPads have a front camera though, which the XperiaZ lacks. The Mini starts at $329 for
a 16GB and goes to $529 for the 64GB model, placing the XperiaZ closer to the 32GB price
option. The iPad 2 is only available in a 16GB option with Wi-Fi only or Wi-Fi and 3G,
priced at $399 and $529. The iPad with retina display has several options from 16GB to
128GB storage options and Wi-Fi and Wi-Fi plus cell phone provider connection, the Wi-Fi
only options range from $499- $799 and the cellular able range from $629 to $929. Because
not much is known about the XperiaZ cellular provider/ data package options, it is unclear
how much this will add to the price tag but the 16GB version is available for around $499
(in Europe) and the 32GB version is about $600. Making the price close to some options of
the iPad line.
Google Nexus 7 and 10:
The XperiaZ has the same screen size as the Nexus 10 but has lower resolution and pixels
per inch. The Nexus 7 has a smaller screen and lower resolution than the XperiaZ, but has
almost the same pixels per inch. There is no data on battery life for the XperiaZ tablet, but
the Nexus 10 has 20 days of stand-by time and the Nexus 7 has 12 days of stand-by battery
14

15. life. Both the Nexus 7 and the XperiaZ have quad core processors and the Nexus 10 has a
dual core processor. The XperiaZ beats both the Nexus 7 and 10 in storage with its 32GB
storage that can be expanded further, both Nexus models have 16GB or 32GB storage
options with no way to further expand. The price for the Nexus 7 starts at $199 for the
16GB version, $249.00 for the 32GB and $299 for the 32GB cellular capable version. The
Nexus 10 does not have a cellular option and is $399 for the 16GB version and $499 for the
32GB version.
Connectivity
Sony:
The key feature for the Sony XperiaZ series tablet and phone should be the connectivity
between the two, but because of the NFC (Near-Field Communication) feature neither are
limited to just sharing with one another. The XperiaZ tablet or phone can mirror its screen
to a Sony BRAVIA® TV television by touching the remote for the TV with the tablet or
phone, allowing a user to see pictures from the tablet or phone on the television screen.
The phone is able to be touched to other Sony equipment in order to share pictures, files,
videos and music. It can also be touched to a wireless speaker or headphone to play music
easily. Sony also has available a smartwatch and smart tags that can be used with the
XperiaZ. A consumer can keep a smart tag in their car or in the office and the phone or
tablet will sync with it and change settings for that tag, i.e. a smart tag for the car would be
touched to the phone and it would turn on GPS, Bluetooth and music automatically. This
kind of interconnectivity between devices allows users to easily share and change settings.
Sony PlayStation 3 owners are able to connect their XperiaZ phone or tablet to the
PlayStation and use it as a controller for the game consol. Sony has just recently entered the
cloud market, it has developed its own ‘PlayMemories Online’ which offers a storage place
for music, photos, videos and games that can then be connected to other Sony devices
including the XperiaZ phone and tablet.
Samsung:
Samsung does not have an abundance of information about its connectivity options, but it
does have some available on its website. Owners of Samsung phones with NFC capabilities
can S-beam data to each other by touching the backs of their phones together. Samsung has
an ‘All Share Play’ feature, which shares content with everyone and allows users to access
content when they are not near a computer. Samsung users can use their phone to share
with a big screen TV and even play games while the phone doubles as a controller. Samsung
phones respond to voice commands with S-voice to set alarms, send texts and answer or
place calls, it can also tell if the user is looking at the screen and will turn off when not
looked at, such as if they fall asleep while reading a book on the phone; critics say that the s
voice is disappointing when compared to Apple’s Siri. Samsung has not entered the cloud
market yet so users of its technology have to use other cloud services that will connect to
Samsung products but that may not transfer easily to other Samsung products.
15

16. Apple Cloud, Amazon Cloud, Google Cloud:
Apple has succeeded with its connectivity efforts by using its cloud service. Apple users are
able to backup their data and content on the iCloud which can be accessed anywhere and is
automatically backed up when new content is added. Whenever a user purchases new
content on iTunes any device can access it at anytime. The iCloud serves as a backup for
Apple users, erasing the need to them to store entertainment anywhere else, the iCloud can
also automatically send new content purchased on an iPhone to the iPad and laptop
registered to that account.
Amazon functions almost the same way as Apple’s iCloud, but they have integrated the
Amazon marketplace with its cloud service. Amazon prime owners can buy content in the
marketplace and it is backed up on the cloud, which can then be accessed by other devices.
Also, any actual CDs that Amazon users have purchased with their Amazon account are
added to the cloud for free, essentially giving the user a digital copy of a physical CD.
Google has two separate platforms, Google Drive, which functions as a document and data
backup and Google Play, which stores entertainment like movies, music, TV shows, apps
and pictures, much like Apple’s iCloud and Amazon’s Cloud functions. Google Play has a
larger storage space, allowing 20GB of storage before charging users. Apple and Amazon
each allow 5GB of storage for free and then charges after that has been used, Apple charges
yearly fees of $20 for 10GB, $40 for 20GB and $100 for 50GB of storage. Amazon is slightly
different because they separate their pricing into files and music, the file storage option is
priced less than Apple with 50GB of storage costing just $25 per year, the music option only
allows 250 imported songs for free or 250,000 imported songs for $25 per year; both Apple
and Amazon do not count content purchased through their store against the storage space.
Broader Marketplace issues
So much of the technology today is similar to one another with the main differences being a
slightly better camera, a little better resolution or more storage availability. What
determines a successful device is what applications it has available and what the developer
and support looks like for the operating systems. Some consumer prefer an open market so
that they can create their own apps for their phone, these are Android users. Other
consumers prefer an operating system that will quickly fix any bugs or issues that arise and
will gladly purchase whichever apps have been approved, these are Apple users.
Increasingly, how devices are integrated and shared with other technology throughout the
home has begun to play a role. The marketplace has seen an increase in consumers who
purchase brands for their home because they are easily connected to one another and to
some other mass storage device whether that be a physical one or a cloud service. Because
consumers have the option to backup all of their content via Google, Apple, Amazon or
other manufacturer’s cloud services, they are unlikely to move all this content to another
service if they want to try out new technology, this has increased the likelihood for brand
loyalty or at least cloud service loyalty.
Implications and Insights
16

17. Implications
The highest consumers of smartphones are men and women ages 18-49. This implies that
the campaign must be active in social media. The audience is hardly using traditional mass
media anymore, Sony can raise awareness with the older generation by having press
conferences, but the majority of the campaign will be active in social media.
Sony is a brand that competitive in many aspects of technology, but it is not on the
consumers’ radar when it comes to mobile communication, and at Edelman we know that
we must overcome this obstacle. To raise awareness in the emergence of Sony in portable
communication we will have a stellar launch event. The Sony XperiaZ launch event will
demonstrate to the consumers that they are the newest and most advanced brand to enter
the portable communication world.
The Sony XperiaZ phone is competing against Apple’s iPhone, Samsung’s Galaxy S III, and
Google’s Nexus 4. The Sony XperiaZ campaign has to show consumers what the
competition phones are not capable of and how they are not as advanced as the Sony
XperiaZ. The consumers know what the competing phones do, they own them, but they
will see the Sony XperiaZ differently and as a consideration when they upgrade if they see
what their phone doesn’t do, or have.
The Sony XperiaZ tablet is not as advanced as its companion phone. The tablet will need to
be sold with the phone as much as possible. The XperiaZ campaign has to highlight its NFC
technology and its connectivity to other Sony products. Samsung has NFC with its phones,
but not with other devices such as, the Sony DVR and Sony BRAVIA® TV technology. Apple
has cloud service, which acts as a storage for all purchases and data, but the backup still has
to be downloaded to the phone, no NFC capabilities. It is light and waterproof, but not as
advanced as its competitors. So, connectivity is key in the competitive market. Today,
everything is about simplicity, what better way to make it easy on the consumer than
making all their technology savvy devices the Sony brand. NFC will just prove the effortless
transition that they will be making when switching to a new Sony device. The purpose of
stressing its connectivity with other Sony products is Sony has customer loyalty in its
televisions and home entertainment, but not mobile communication.
The Sony XperiaZ phone is much more costly at this time. The average phone bought
overseas, is about $800. The Sony XperiaZ needs to be first marketed to opinion leaders
and innovators. Once the phone launches in the United States, cost to buy the phone
outright will still be high, but with a carrier agreement the cost is likely to go down. This
will bring the price comparison close to its leading competitors.
Objectives
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18. The overall purpose of this situation analysis is to generate knowledge and awareness
related to Sony’s XperiaZ on a national level. Specifically, Edelman will reshape Sony from
a brand that is known for its television and music entertainment, and gaming into a brand
that is known for premium and innovative mobile communication devices.
Measureable Goals
 Increase unaided awareness and aided awareness to the target audience
(men and women ages 18-49), by 20% over the next year.
 Increase product consideration among the target audience, by 25% over the
next year.
 Increase responsiveness to the connectivity feature of the Sony XperiaZ
phone and tablet, and its other Sony products, by 30% over the next year.
 Increase the Sony brand trust by 25% over the next year.
Strategies
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19. Core Messages
Our campaign relies on the following messaging for content, events, tactics and any public
relations activity throughout the process.
1. Sony provides consumers an exclusive aspect of connectivity with other Sony
products (Sony speakers, the Sony Personal Content Station, the XperiaZ tablet
and XperiaZ phones), creating seamless integration between the XperiaZ tablet
and smartphone.
2. Sony creates smartphones and tablets that utilize the best features and technologies
from other Sony products to bring the newest mobile innovations to consumers that
have proven to be successful.
3. Sony is an innovative brand that has been providing quality products for the last 67
years without sacrificing affordability or style.
General Strategies
As with any campaign focused on brand awareness and reputation, our proposal utilizes a
variety of communication methods to ensure our messaging is broadcast in an effective and
creative way.
Through a combination of traditional public relations tactics, special events, new-age social
media, experiential marketing and promotion to create heightened publicity, our campaign
will emit our core messages and brand essence with consistency and accuracy.
The reasons we have chosen these methods above has to do with heavy research into the
target market. While many targeted consumers use social media as an information source,
they have not neglected traditional outlets and publications entirely. A pairing of
traditional and digital is the common thread through the communication of this plan
because there is the same combination reflected in the target segment. Targeting
traditional publications like Wired and PC Magazine in combinations with business trades
such as Wall Street Journal and New York Times, we will adequately reach the target
audience.
We have chosen to sponsor a survey that will look at the behaviors and habits of Americans
in relations to their mobile devices. By collaborating with this type of research, we will put
the logical connection of mobile and Sony into the minds of consumers, which will help to
build brand reputation in the mobile space.
Additionally, we will utilize this survey data in conjunction with our spokespeople for
media events of all kinds. This data and our spokespeople will help to keep the momentum
of our campaign after the initial launch event. The spokespeople, Jimmy Kimmel and Emma
Stone, will be media-trained and prepared for interviews every step of the way.
Spokespeople and experiential marketing events will be further promoted to the younger
demographic through a nationwide college campus tour.
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20. Our massive, bi-coastal launch event will display the new products in a new and unique
way that combines experiential marketing with social aspects to create engagement and
excitement among our target audience. Utilizing Sony technology to create publicity and
hype leading to the launch, we plan to have two launches, one dedicated to consumers,
while the other will focus on media including bloggers, social influencers and traditional
media.
Pairing with technological companies like Best Buy and sponsoring the XXII Olympic
Winter Games in Sochi will increase brand awareness and recognition for the XperiaZ
line.
Launch Event Tactics
Maureen Mohan
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21. Soft- Launch
The main launch event is going to be two-stages. First there will be a soft-launch taking
place simultaneously in Palo Alto, California and Boston, Massachusetts on August 1, 2013.
This event is going to be a low-key cocktail party for tech industry insiders, journalists and
top bloggers. Sony will have XperiaZ phone and tablets available for attendees to use
throughout the night. Sony will set up smart tag areas around the venue where people can
go and see how the smart tags integrate seamlessly with the phone or tablet. There will be
video of the Bay Bridge light show live-streamed onto Sony BRAVIA® TV television screens
throughout the venue with some TVs available for guests to use their tablet or phone to
connect with the TV. Music will be played on Sony wireless speakers and will encourage
guests to act as DJ by using music already loaded on the phone and tablet. The purpose of
this event will be to get the attendees to write about their experience with the Xperia
phone and tablet so they can introduce them to the general public from a user and technical
expert perspective.
Following the soft-launch we will have a weeklong media and Internet blitz. This effort will
be to draw more consumer attention to the product and will build up the second launch
event that will take place the following week. Each television appearance by the
spokespeople, television commercial and internet video in the east and west coast markets
will include teasers for the big launch event on August 9 and invite people to come
experience the Xperia for themselves. The efforts on the coasts will be online and local
media but will be included in national television and newspaper efforts. Teaser videos of
the bridge light show with the Sony logo will be released on YouTube and to media outlets.
Bridge Light Shows
The main feature of the launch event is Sony taking over the two longest suspension
bridges in the United States, the Verrazano-Narrows Bridge in New York City and the San
Francisco Bay Bridge (the Golden Gate Bridge). Both bridges will be lit by thousands of
individually controlled LED lights. Artist Leo Villareal has already done this with the Bay
Bridge and he creates a never-repeating light display every night, we will work with this
artist to accomplish a similar feat on New York City’s Verrazano-Narrows bridge. The night
of the launch party the light show in San Francisco will be different than viewers are used
to and will the premiere night for the Verrzano-Narrows Bridge. We will partner with two
DJs, one at each general public event, the DJ will play music that will follow with the light
show; the end of the light show the bridge will have “Xperia” spelled out on it. Public and
VIP launch events, described below, will precede the light shows.
Public Event Launch
The second part is going to be a big launch event that is geared toward the general public.
This general public launch event will take place simultaneously at Liberty Island in New
York City and the Golden Gate National Recreation Area in San Francisco. The events will
be similar in both locations and will feature live local bands, food from area restaurants
and Sony booths where attendees can come try out the Xperia phone and tablet, the Sony
booths will have drawings to win both the phone and tablet. In order to encourage a family-
friendly environment, there will be mini events from the summer and winter Olympics as
well as the x-games available for kids. They will have the chance to jump hurdles, run races,
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22. ride BMX bikes and skateboard a small ramp. The winter game activities will use water
instead of snow or ice and will include events such as water bobsled and a water luge. The
Olympic events for kids is to promote Sony’s sponsorship of the 2014 winter Olympics.
There will be information provided for the adults about special content available only to
Sony XperiaZ users including videos taken by athletes and exclusive interviews with gold
medal winners.
The event in New York will conclude with a program featuring Emma Stone with her
XperiaZ phone. While the event in San Francisco will kick off with a program featuring
Jimmy Kimmel with his XperiaZ tablet. Because of the time difference between the coasts,
it is necessary to place each spokesperson’s program at different parts of the event. During
their program Emma Stone and Jimmy Kimmel will live stream the other coast and interact
with one another by talking and joking about how their device is better but that they heard
if they can get the phone and tablet together then it is even better, they say that they will
meet up on Jimmy’s show somewhere in the middle of the country in order to see what
happens when the phone and tablet are together. This will kick off an ongoing portion of
the event “Where is Jimmy?” or “Where is Emma?” which will be online through a website,
social media and YouTube. The New York event will then conclude with Emma Stone
introducing the main event, the light show on the Verrazano-Narrows Bridge and the San
Francisco event will have another appearance by Jimmy Kimmel at the end to introduce the
main event, a special light show on the Bay Bridge.
VIP Event
During the simultaneous general public events, VIP parties will also be held. These VIP
events will be for Sony’s charity, which donates equipment and raises money to put
technology in the classrooms of inner-city schools. The San Francisco VIP event will be held
at the Top of the Mark at Intercontinental Mark Hopkins, this location is a rooftop event
space with 360-degree views of San Francisco. The New York City event will be held at Ellis
Island. These VIP events will draw in high profile and influential people because of the
locations and opportunity to have their names associated with a charity for children. At the
events, VIPS will have a chance to see the phones and tablets in action as some of the
functionality will be framed as ‘moving art’ displayed on Sony BRAVIA® TV television
screens. This party will include appetizers and plated dinners prepared by acclaimed chefs
from each city, they will have a clear view of the light show on the bridges and later in the
evening will be joined by that locations’ spokesperson; Emma Stone will join the VIP party
in New York and Jimmy Kimmel will join the party in San Francisco.
Post Launch Event
During the main launch event Jimmy Kimmel and Emma Stone interact with one another
and say that they hear the phone and tablet can do some really cool things when they are
put together but since Jimmy has the tablet and Emma has the phone and they are on
opposite coasts, they should meet somewhere in the middle to see the phone and tablet
together. This will kick off a tour where once a month Jimmy Kimmel Live will be filmed on
the road making its way to Chicago. Most of their ‘journey’ will take place on YouTube and
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23. through social media, which will make it appear as though each star is taking a much longer
trip. While they will make appearances in some cities their time commitment will actually
be rather small, but during each of the special ‘on the road’ episodes of Jimmy Kimmel Live,
Jimmy will check in with Emma to see where she is and how she’s doing.
After filming the Jimmy Kimmel Live show in Las Vegas, Phoenix, Denver, Austin, Houston
and St. Louis he will travel to Chicago to meet Emma. Meanwhile Emma will appear on each
show as having traveled to Washington D.C., Charleston, Orlando, Atlanta, Nashville, and
Indianapolis. Finally, Emma will be a guest on the Jimmy Kimmel Live show on the road in
Chicago early in February. During this guest appearance, they will talk about their travels
and events that they were a part of with Sony and finally they will be able to see the phone
and tablet interact with one another.
Traditional media activities generated by these events
 Local tech journalists who are invited to the soft-launch will most likely write
about the event and about the Sony products they tested.
 Sony will encourage the Xperia to be featured in tech segments on national
morning shows such as ‘The Today Show’, ‘Good Morning America’ ‘This
Morning’
 The teaser commercials will generate some national news buzz asking why Sony
released a video with a brief view of the Bay Bridge light show.
 The major launch event will gain local news attention because it something free
and fun to do that weekend.
 The bridge light shows will gain national news because lighting up the bridges in
general is newsworthy and the fact that company did it to launch a new product
will catch the attention on news organizations such as.
 The VIP launch party will have pictures that appear in celebrity magazines,
showing celebrities at a Sony XperiaZ charity launch party.
Social and digital media generated by these events
 There will be a Twitter hashtag, which will be promoted for each part of the
launch event and each ongoing event encouraging attendees to share tweets
about the events.
 There will be an Instagram hashtag that will be promoted for each part of the
launch event and each ongoing event encouraging attendees to share pictures
from the events.
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24.  We will use YouTube to share the lightshows from each city; these videos will
also be shared on all other social media platforms and will available for use by
traditional and social media.
 The soft launch event will encourage bloggers to blog about the Sony XperiaZ
phone and tablet. The blogs can be shared with links throughout other online
and traditional news outlets.
 We will use SoundCloud to promote the music heard during the light shows
 The high-profile guests at the VIP parties will be encourages to tweet where they
are at using certain hashtags.
 There will be a photographer using a Sony phone and tablet at the VIP event who
will be taking pictures that are posted to Instagram and Flickr with information
about the events and making sure viewers know that the Sony XperiaZ was
used to take the pictures.
 SEO tactics will be used for specific key words related to smartphones, tablets
and connectivity also making ensuring that the Xperia will show up whenever
another Sony product is searched.
Ongoing, Sustained Tactics
Traditional Media
The utilization of traditional media for the Sony XperiaZ campaign includes a media tour, press
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25. conferences, and SEO (search engine optimized) press releases. Our efforts will be centered on
obtaining exposure by high profile publications reputable to our target audience.
 Wired Magazine
 PC Magazine
 New York Times
 Wall Street Journal
 GQ Magazine
 Rolling Stone
 Popular Science
 Washington Post
After the initial Sony launch event the spokespeople for Xperia Jimmy Kimmel and Emma Stone
will begin a media tour discussing the features of the Sony Smartphone and tablet. All of the press
releases/media attention will be SEO. This process of SEO will affect the content visibility of the
un-paid search engine results; mainly Google. The higher a site appears in a search engine the
greater the chances the site will be visited, which awards more visibility for the Xperia product
line. The news releases will include embedded taglines granting further exposure and making
desired content to be easily found and consumed. At each event the Xperia’s spokespersons will
hold press conferences helping generate further media attention. The combined charismatic
energies of both Kimmel and Emma Stone during their question and answer sessions will build
media relationships and Z-line publicity. Our main objective is media visibility, attention we obtain
will result in broader media inclusion.
Social Media
Social media is a major component in reaching our target markets between the ages of 18-29yrs
and 30-49yrs. Social media, such as, Twitter, Facebook, YouTube, and the Sony company blog will
deliver consistent content infused with the campaign core messages. Each of these various social
media will be staffed by the Sony customer service department during the campaign and will be
able to quickly monitor and send feedback to the target audiences. Unlike traditional media these
services provide two-way communication and client-brand communication. This media is utilized
In order to help the campaign increase awareness, as well as, create conversations.
The Sony XperiaZ blog connects to the overall objectives and the awareness of the campaign. The
blog will provide content about current topics the target audience would be interested in. Blog
posts will be updated regularly and promoted on Facebook and Twitter. This will become a unique
channel of communication for the campaign providing another stream of two-way communication.
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26. Special Events / Sponsorships
College Campus Demos
Based on the demographic research, college campuses are great locations for experiential
marketing. This allows Sony products to reach the hands of the markets leading consumers.
Campuses will host a party that allow students to experience the products in varies tech booths. A
contest will take place at these events letting some students get advance copies of the Smartphone
and tablet. The spokespeople for the Xperia line will also attend these events, talking with
students and making tweets. Footage of Sony college events would then be used to further
promote the products.
Best Buy Demos
The Sony XperiaZ product line would be featured within local Best Buy stores, which would be
strategically chosen throughout the country. This partnership would allow consumers to
experience the connectivity of the Sony Smartphone and tablet with other leading Sony products.
A trade-in program incentive would encourage audiences to attend Best Buy events. A contest
would also be held within the stores to win an Xperia smartphone and tablet.
Partnering with the upcoming Olympics
Sony will sponsor the XXII Olympic Winter Games in Sochi by providing various electronics. The
partnership will allow Sony to promote its Smartphone and tablet to an international audience.
Dedicated YouTube channel
YouTube videos will be created to demonstrate the connectivity of Sony devices, which allow
customers to see how Sony products function at home and at work.
Sony Exclusive Applications
Applications will be created that appeal to the Sony target audience that allows its users to
increase social communication and productivity. These applications would be exclusive to Sony
products enticing consumers to purchase directly from them.
Survey data
A survey to validate creditability could be transferred to any traditional and social media for
promotion of the products. The results of the survey would be promoted on the Sony blog, Twitter,
and Facebook pages.
Charity Sponsorship
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27. A charity will be created to raise money and donate electronics to impoverished schools.
This program not only helps various school districts but also increases visibility for the
Sony XperiaZ line. Donations will be taken at various Sony events and Xperia line
spokespeople will promote the charity.
Timetable
Activity Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May June July
Launch Event
College Tour
Spokespeople
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28. Interviews
Social Media
Tactics
Traditional
Media
Outreach
Survey
Olympic
Sponsorship
Activities
Charity
Sponsorship
Social media, spokespeople interviews, traditional media outreach and charity sponsorship
will be a constant, year-round effort. We will always be recognizing feedback and changing
our plan accordingly, which will be communicated to take this feedback into account.
The college tour will be in coordination with semester schedules across the country.
Olympic sponsorship efforts will be increasing in the months prior to the main Olympic
events in February.
The survey will be fielded and August and useable data will be returned and incorporated
into communication efforts.
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