Brief About Brand

• Sony Corporation Founded by Masaru Ibuka and Akio Morita in 1946.

• Headquarter- Minato, Tokyo, Japan

• Products-Consumer & professional electronic equipment

• Communication & information-related equipment

• Semiconductor

• Electronic devices & components

• Battery Chemicals

• Play Station Blu-ray• The campaign, which has been developed by ad agency VCCP, will kick off in a

two-week wave with two more bursts planned to support particular O2 products, such as its 4G launch, later this summer.

Type Subsidiary of Sony

Industry Interactive entertainment

Computer and video games

Founded November 16, 1993

Headquarters Tokyo, Japan

Key people Andrew House

(President and Group CEO)

Shuhei Yoshida

(President, Worldwide Studios)

Shawn Layden

(President and CEO, SCEA)

Jim Ryan

(President and CEO, SCEE)

Hiroshi Kawano

(President and CEO, SCEJA)

Products PlayStation

PlayStation 2

PlayStation 3

PlayStation 4

PlayStation Portable

PlayStation Vita

Parent Sony Corporation

Subsidiaries SCEA

SCEE

SCEJA

SCE Worldwide Studios

Gaikai

Sony Online Entertainment

The Situational Analysis

Socio- Cultural factors

Economic factorsPolitical factors

Environmental Analysis

• An analysis of the remote environment of a company is really important because it can bring changes to the way it operates.

• This is where trends and strategic issues start from. PESTEL is a strategic tool, useful in modelling the macro-environment of SCE and identify factors that can have influence on its strategic directions.

There are two major political issues in the video game industry that create implications for SCE. The first is the debate on whether video games are harmful for children due to ultra violent content. There have been many efforts on the part of state and local legislative bodies to regulate access to games.The second issue that the industry has to confront is the piracy issue. SCE has won a landmark case in the British High Court, with a judge ruling that “the sale of mod chip devices for the Playstation 2 is illegal under the UK's implementation of the new European Union Copyright Directive”.

For Sony Computer entertainment it is imperative to analyze macroeconomic and micro economic factors to analyze key strategic issues, problem areas, and opportunities. The economic factors determine the nature of the competition within local and global markets. Macroeconomic stability -Macroeconomic stability is the major factor that affects the potential of console sales and console game sales. Low interest rate creates a strong stimulus for consumer spending, whereas high interest rate creates a strong stimulus for saving.

Video games are now standard part of our culture. Twenty years of video game history behind us forged a huge video game generation (90 millions in U.S alone), supporting an industry which is in the centre of the new mainstream and not the “geek haven” as many might have assume. Video games has become a central ,defining part of growing up for many millions of

people .

Objective

• O2 wanted to re-position itself in this campaign, which

encouraged consumers to "be more dog".

• To persuade consumers to be less cynical and

embrace new technologies using a cat that starts acting

like a dog. TV, cinema, press and poster ads led with

straplines including 'life's a stick, go chase it', alongside

a big social media drive.

• A dedicated website accompanies the campaign,

encouraging users to drop 'dog bombs' on friends.

• visit the website you could use a unique code whereby

you could play a game to throw a frisby from your

phone to the cat and have it try and catch it.

Strategy

• An idea so big and broad that it would effectively open customers minds to the possibility of O2 being quite a different company in the future –new kinds of products and services, a new kind of relationship, a quite different brand...

• This campaign isn’t about a TV ad, or even a series of TV ads, it’s about an attitude; a state of mind, an expectation not just of O2, but much more importantly, of yourself.

• It’s about O2 being confident and brave enough to ask its consumers to join it in an incredible journey of discovery and positivity, and have an open mind about what an incredible place the world is today.

• To take on the challenges and opportunities of a digital age.

The first execution in the 'Be More' campaign is an ad called "be more dog", designed to "help spread positivity, excitement and inquisitiveness".The ad encourages you to go to the O2 website where you meet the cat-who-thinks-he-is-a-dog again. If you link your phone to your computer using a QR code, you can play a game throwing a frisbee at the dog on the screen. This is supposed to demonstrate the technology of using your phone to drive other devices.

Dig deeper in the website, if you have not lost the will to live, and you finally find out what the bloody hell all this be a dog stuff is about. The answer is getting more out of your O2 phone, by changing it when you want or using an O2 guru.

RESULTS

THEY DREW ON THE CHARM AND CHARACTER OF THE TV COMMERCIAL AND AMPLIFIED IT,

CREATING AN ENTERTAINING, INTERACTIVE EXPERIENCE.

A SIMPLE USER EXPERIENCE AND IMMERSIVE GAMEPLAY WITH RICH ANIMATION AND HIGH

PRODUCTION VALUES ALSO CONTRIBUTED TO ITS SUCCESS.

1. The big idea Some people call this strategy. This is then executed across all media. It’s generally a distillation of your

product or company’s competitive benefit made real and actionable to your target market.

2. Insight Look at the customer first: preferences, buying patterns, media exposure, and other factors – and then expose

that customer to products and services that fit the customer’s needs via a mix of communication methods they find attractive and credible.

3. Channel mix Successful integration requires understanding how a business works across a multi-channel environment.

View channels as an integrated network, rather than individual delivery mediums. The number of channel options is massive and growing. Use this as an opportunity; with niche products such as some financial services products, it allows specific targeting that is impossible with broadcast media.

4. Messaging A brand message echoed simultaneously across multiple media channels is better able to communicate to

consumers in a powerful, impactful and memorable way. Deliver a consistent message across the board, so that each media platform used feeds into an over-arching narrative strategy. It’s not necessarily about repeating the exact same message across ever channel, rather translating the theme or idea in a way that is channel appropriate.

5. Know your brand This one is simple: Be true to the brand throughout. Be authentic.

Learning

6. Know your KPIs Set objectives at campaign and channel level so you know what each channel is supposed

to deliver as well as what you expect from the overall campaign.7. Track, report and track some more Tracking allows you to plan more efficiently across different channels and calculate optimal

spend levels across the media mix. You can’t really measure these channels in silos. The problem is if you measure [channel-specific tactics] in isolation, they don’t account for the fact that they work together.

8. Help legal out Make sure your legal department is up to date with technology. And if they are not, then

help them out so they can understand how often antiquated rules apply in the New World.9. Remember offline Any good marketer will know that just an online channels shouldn’t be considered in

isolation, neither should on and offline.

Learning

Conclusion

• The underlying message is that O2 want us to have a look at O2 in a new light: using its mobile phones and technology to do more and make your mobile life more interesting.

• The campaign’s objectives (as stated by O2) are specifically ‘to spread positivity, excitement and inquisitiveness … to rid the UK of cynicism’ by getting people to ‘embrace their inner dog’.”

• Technology should spark creativity and enthusiasm. This was our thinking when creating the Be More Dog campaign. We moved beyond the typical tap or click, incorporating gestures while taking advantage of improvements in mobile browsers. In addition to the live-action TV spot, the Moving Picture Company’s 3D department modeled 12 cat animations for the online HTML5 Frisbee game.

REFERENCES

• http://www.marketingweek.co.uk/brands/o2/

• http://en.wikipedia.org/wiki/File:Sony_Computer_Entertainment_logo.svg

• http://www.ipa.co.uk/blog/agency/behind-the-scenes--o2-be-more-dog-by-

vccp/9996#.U0pYgNySwlQ

• http://www.thinkwithgoogle.com/campaigns/o2-be-more-dog.html

• http://www.marketingmagazine.co.uk/article/1189017/o2-encourages-consumers-be-more-

ahead-4g-launch

• http://www.research-live.com/features/2013-review-best-campaigns/4010998.article

• http://www.theguardian.com/media/2013/jul/04/o2-cat-ad-be-more-dog