Analysis of an outdoor ad

Mariam Sarah Daniel

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Sony Vaio X and its Size Zero Campaign With Kareena

Launch date:11 November 2009

Purpose of the ad : Product

Positioning Strategy

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The receiver

• The implied receiver one can spot in the ad is an active model receiver or a postmodern
consumer who picks and chooses freely across categories.
• It seems that the ad is crafted for those who are:-
1. Young ‘with-it’ adults - from young college-goers to executives.
2. Who are extremely fashion-conscious and like to sport the latest and the most avant-garde stuff
in apparel, accessories and gizmos.
3. The TG may not be a technology-maniac jetting out from the core of technology, but still wants
to own and flaunt the latest.
4. The pink petals in the background add to it a feminine touch.
5. More of brand conscious consumers are targeted where in they have highlighted the Sony and
Vaio names in the ad.

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The sender

• The sender is a business firm trying to sell it’s product by highlighting the differentiated feature
of it’s(talking about the laptop's sleekness).
• The ethos that the sender speaks through the ad is sophistication and differentiation.
• The ad is spoken indirectly through an endorser who happens to be Kareena Kapoor, the
bollywood diva probably the best brand ambassador that Sony could get to promote their new
Vaio X notebook. A notebook that weighs 655gms!

• About the endorser:- There had been copious news ever since the movie "Tashan" about
Kareena Kapoor and her size zero look. A perfect match to the product that commoners will
easily be able to detect and recall.
• “why the best endorser” They wanted to promote itself on basis of size and weight for which
they chose Kareena who fell in the limelight for her size zero figure!
• This particular ad’s message was released for promoting a new version of Sony Vaio laptops.

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The Message

• The ad is trying to communicate the product features like:-

1. The slimmest and light weighed laptop
2. Urbane appear with a sleek touch
3. A luxury gadget

• The type of sign the ad have employed is “iconic” because Kareena has proved to be the most
relevant connect in the case of VAIO, not only because she was the first person to bring the
phrase (size zero) into popular consciousness, but also because she is a perfect youth-icon who
embodies fashion and style in everything that she does.
• The ad can be characterized under the complex category where the background takes over and
the ad symbolizes with connotations indicating luxury.

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The creative strategy they have used :-
• Unique selling proposition: The message emphasizes the unique product feature (world’s
lightest and ultra slim) that sets it apart from its competitors.
• The “message” in the ad is a part of Sony Vaio’s global campaign but this particular ad was
specifically adapted for a local market.

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