Sony Ericsson uses a simple advert describing the uses and corresponding benefits that its new Sony Ericsson Experia S will bring to consumers’ lives. By showing how it would specifically integrate into a man’s life the advert successfully engages this target segment.
Sony Ericsson is due to launch its first smartphone into the market, the Sony Ericsson Experia S. It recently began promoting the device in a social media advert campaign on its Facebook page and YouTube. One of the adverts, "How the Experia S connects your world", follows an animated man through his daily life and relays the ways that the Experia S will improve each situation, from using NFC smart tags to plan your run, to gaming with your friends via your phone or watching a romcom with your girlfriend.
WaveMetrix has run a number of articles on targeting particular segments, including Harvey Nichols’ “Walk of Shame” or Dr Pepper’s “Not for Women” campaign. WaveMetrix’s analysis demonstrated that the latter campaign, with its bold tagline, strongly divided opinion. On the other hand, by keeping the approach simple and showing how each feature of the Experia S will bring benefits to a man in everyday life, Sony Ericsson successfully encourages positive engagement from the male population
85% of engagement comes from men and their response is overwhelming positive:
- The Experia advert successfully targets the male population with over four fifths of all discussion coming from men: These consumers are also extremely positive about the device identifying it as an overall “awesome” handset, demonstrating the effectiveness of this simple approach for marketing the Experia S
- Women also react in a positive fashion: While only 15% of consumers who comment are women, they are very positive, indicating that this half of the population does not feel alienated by the male focus in the advert
The advert drives consumers to identify Sony Ericsson as a “cool”, “aspirational” and “expert” brand:
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- Enthusiasm about the product generates a predominantly “cool” brand image: Consumers identify the device as a “hot phone” which “rocks”. They also view it as an aspirational device saying it is their “dream phone” and believe Sony Ericsson produces “high class handsets”
Comments
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