Sony Xperia 5 (Ad 1)

Link: https://www.youtube.com/watch?v=OPEPNYrycvM

The Objective of the Ad was mainly to introduce Sony Xperia 5 to the market, mainly targeting
the teenagers and the millennials.

Target Market:

The Ad is targeting mainly the tech savvy customers who are interested in more innovative
solutions. People for whom camera quality and media consumption is the main focus. The Ad is
also targeted towards people who prefer to play games on mobile phones, providing them with a
smooth experience with a better processor. The advertisement promotes about all the functions
of the phone as well as watch, listen and play.

Age: Mainly the teenagers and young millennials

Income: Targeted the upper-middle and upper class families mostly living in urban areas

Behavioral: Tech Savvy, interested in high definition photos and videos, inclined towards
smooth video game experience.

Potential Objectives of Advertisement:

DAGMAR Approach

This Ad leaves a very strong impact on the minds of the customers, informing them about the
quality, innovation and sleek design of their products.

Awareness

- The Ad starts with showcasing Sony written on the product which promises the quality
Sony product projects. Also, at one instance ad bring focus to the SONY Bravia TV
experience in this smartphone in terms to display and cinematic sound experience
provided by Xperia 5, using the popularity and quality promise of the existing leading
product.

Comprehension

- The Ad flaunts about the its new mesmerizing design. Ease to hold as it fits your hand
better and wide display to give people the freedom to use a phone for diverse tasks such
as playing games, watch movies, reading text etc. It uses a tag line ‘See More, Do
More’.
- With growing importance of camera performance to users, this ad brings focus to their
advanced camera technology having triple lens camera with higher resolution for clear
 and stable pictures. Wide angled snaps could be that could be taken easily. Also, the
camera is perfect for taking low light snaps.
- As there is an increasing use of smartphones for shooting videos both at personal and
professional level, this ad highlights the cinematic experience this smartphone can
provide for video capturing.
- Smartphones are becoming the prime medium to consume media such as movies ,
music, TV series etc.
- As India being the world’s largest youth population, the smartphones are the new dawn
of gaming industry, this ad focuses on the Qualcomm snapdragon 855 technology to
enhance gaming and sharing experience.

Conviction

- By bringing focus to the hi-tech product specifications, it promises the tech savvy
customers a smooth and thrilling experience, thus creating a mental disposition in the
minds of consumer to buy Xperia 5.

Action

- This Ad brings focus to the features of Xperia 5 which makes things simpler and
providing better experience. Like in an instance in the Ad it shows that even low light
pictures can be taken using Xperia 5 that too with good picture quality. Also, in another
instance it emphasizes on Qualcomm snapdragon 855 giving a smooth gaming
experience. Thus by showcasing the smooth and high quality experience the users can
get by using Xperia 5, it gets customers to purchase the product.

Creative Strategy

Archetype – The SONY brand has ‘Creator’ archetype. It encourages people to express
themselves and focuses on bringing innovative and cutting edge technologies keeping
perfection and performance in mind. SONY boasts of high quality and artistic design. The
slogan of Sony is ‘Make.Believe’ symbolizing Sony's spirit of creativity and innovation.

Advertising Appeal – The Ad gives an informational appeal by emphasizing about the

product specifications and how those can provide benefits to them and satisfy their needs. Like
in an instance they mentioned about the cinematic experience and high quality video capturing
is possible with Xperia 5.

Samsung Ad 2

Link: https://www.youtube.com/watch?v=9djutxpXaQE&t=38s

Target Market: This Ad gives an emotional appeal to the people that Samsung caters to
peoples specific needs and is present with them to make their life simple and also help them
stay connected to their loved ones. In this Ad Samsung introduces ‘Good Vibes’ app on its
mobile which enables the deafblind to have two-way communication with their caregivers and
loved ones using their smartphones. 

Potential Objectives of Advertisement

The video showcases a deafblind girl who shares a special bond with her mother even
though they can’t talk to each other. But when distance comes between them, her mother
seeks a new way to communicate with her daughter using the Good Vibes app which enable
the deafblind girl to send message to her mother. Thus, Samsung uses both its innovation
and global network to create positive change, responding to people’s needs around the world
and helping them to live better lives, with more choice, freedom and greater possibilities . This
helps Samsung create an emotional appeal in minds of the customer, giving them a feel
about the contribution made to the society by Samsung. Also through this Samsung shows
that it is always experimenting with technology trying to make an effect into people’s life.

Also, through a partnership with NGO Sense India, Samsung intends taking Good Vibes all over
the country and has started conducting workshops with educators, deafblind individuals and
their caregivers in Delhi and Bengaluru. It has also provided Samsung Galaxy A20 smartphones
with Good Vibes pre-installed to Sense India which will distribute the handsets to the deafblind
and their caregivers.

Creative Strategy

Archetype – The Samsung showcases ‘Explorer’ as well as ‘Caregiver archetype as through

this Ad Samsung tries to build trust that it stands with us in difficult times and tries to innovate
with technologies so that it can make an impact on our lives by making it more simpler

Advertising Appeal – The Ad gives an emotional appeal by making us relate to the problems
of deaf-blind people and how communicating is a major issue for them and how Samsung gives
them a helping hand and stands with them bringing solutions to their specific problems