CASE STUDY: Sony & Sky AdSmart
Provided by Sky Media
Sony used AdSmart to combine the power of TV advertising with precision targeting to promote the Xperia Z2 smartphone.
What was the Challenge / Background of the Campaign?
With a 20.7 megapixel count, ultra definition 4k video and noise cancelling technology, the Sony Xperia Z2 is one of the most advanced smartphones on the market.
As one of the UK's most technologically advanced advertising platforms, Sky AdSmart provided Sony with the opportunity to combine the power of TV advertising with increased targeting precision.
What was the Campaign Objective?
Reach highly targeted viewers identified as being the core audience for the Sony Xperia Z2 campaign. Communicate the key features of the smartphone using a sequenced three-creative approach. Drive key attitudinal changes and thus consideration and intention to purchase a Sony Xperia in the future.
What was the Solution?
By combining Experian Mosaic audiences with life stage and affluence indicators, Sony were able to exclude households less likely to be in the market for a high end smartphone. A series of three creative's were sequenced to run across the campaign period communicating the technological aspects of the Sony Xperia Z2. The campaign ran from the 9th to 29th June and delivered 955'754 impressions.
What were the Results?
Despite running alongside other heavyweight multimedia activity, the Sky AdSmart campaign succeeded in boosting campaign cut through with spontaneous advertising recall increasing for those exposed to the Sky AdSmart advertising.
Compared to a linear ABC1 audience, the Sky AdSmart target had higher levels of interest in the advertising, reacted more positively to the creative following exposure and were more likely to follow up their interest with a positive action.
What were the Key Learnings of this Campaign?
The Sky AdSmart campaign successfully drove KPI's by boosting campaign cut-through, increasing brand positivity and positively influencing purchase consideration and aspiration to own a Sony Xperia Z2. The Sky AdSmart activity clearly impacted on several key brand measures for Sony. The campaign brought the Sony brand more front of mind, drove positive sentiment and increased brand affinity (i.e. persuaded viewers that the Sony Xperia Z2 is for 'someone like them').