Sony United Initiatives

Brazil

THEATRICAL

Brazil

Smurfs SEL KAM Event – Jun’ 10

• KAM (Key Account Meeting) is an annual event and this year took place at Sheraton hotel hold on June 15th.

• The event targets the press that watches Sony executives present the new products, Sony technological innovations and initiatives with sister companies.

• We had 180 guests from the press watching the presentation and on the end of it, curtains were open and we had Smurfette and Clumsy mascot inviting guests to get to know the “Sony World”, a show room with all the upcoming products.

• The mascots stayed in the event for 30 minutes walking around, greeting guests, interacting with the products demonstration when being filmed by the press and after every guest received a goodies bag from our Home Entertainment team with merchandise leftover from SPHE’s Smurfs event and a DVD containing the Smurfs trailer and 1 episode from the classics.

Smurfs – Jun’ 10

Smurfs Sony Charity Game – Jul’11• On July 30th, Sony and Save The Children organization promoted a charity game on Copacabana Beach, Rio de

Janeiro, to get funds for the victims of the Earthquake followed by a Tsunami in Japan. Among the greatest Brazilian soccer players as Zico, Cafu, Fabio Luciano, Washington and others, we also had local artists as Rodrigo Faro, Danielle Winits and Marina Ruy Barbosa, the FIFA president, Joseph Blatter, and Sony Brazil president, Ron Tsutsui.

• During the event, we had Rodrigo Faro, a local celebrity presenting the event, and right next to him the presence of our 3 mascots from The Smurfs movie! The mascots cheered more than 3,000 guests, interacting with all the audience and even promoting a big “wave”!

• The event was a great Sony United initiative to promote all the group brands running for the 2014 World Cup.

Smurfs Sony Charity Game – Jul’11

Smurfs SEL Father´s Day Campaign – Aug’11

•Father's Day Campaign SEL has put up a plan for a media campaign using The Smurfs property (with focus for Papa Smurf) for this year Father's Day Campaign (August 14th).

• This is a 360º campaign with POS materials offline, ATL investment online and offline and events.

•Promotional mechanics

NY travel prize

Consumers should upload a picture with Dad and children together. The best picture win a trip to NY.

Weekly prizes

To participate, reply it posting at Twitter or Facebook with the hashtag #DiaDosPaisSony (in reference to Fathers’ day Sony) and you run for a chance to win every week.•1st week – cybershot•2nd week – vaio•3rd week – xplode•4th week – cybershot

Smurfs SEL Father´s Day Campaign – Aug’11

• Total Campaign

TV

Paid TV (558 30sec TV spots) - Sony Entertainment Television Channels - 900 K reais

Radio

30sec spots - Teen radio stations in São Paulo and Rio de Janeiro (208,551 30sec radio spots) - 100 K reais

Online

Mini site - 20 K

Print

2 1 full page color ads at Sony Magazine - 2 editions - 5K units for each edition - free distribution on top 1K electronics outlets - 20 K reais

Smurfs SEL Father´s Day Campaign – Aug’11

In-store

Gondola Shelf - 3,000 - Average of 1/2 per store

Floor Display 1.000 - 1 per store in selected stores only

Mobiles 2.000 - 1 per store

Imam (magnetic clings) 15,000 - To be used during promotional blitzes

Clings - 15,000 - To be used during promotional blitzes

Wobbler - 1,000 - 1 per store in selected stores only

Promotional Blitze

Sao Paulo, Rio de Janeiro, Porto Alegre and Curitiba - 50 K reais

Imam and clings will be distributed inviting consumers to go in-stores to get to know Sony Products and to go online to enter the contests.

Estimated promotional revenue: US$ 806,250

Smurfs SEL Father´s Day Campaign – Aug’11

Hot site

HOME ENTERTAINMENT

Brazil

Kick off Event

• On May 5th, over 250 retailers and partners were invited for a kick-off event where The Smurfs property was shown along with the products available for the Home Ent release.

• We also had Sony Releasing International, Sony Electronics and the licensee agent presenting their plans for the title.

SONY ELECTRONICS OPEN HOUSE EVENT

• Sony annual event that hosts staff members families to spend a whole day in the office with entertaining activities.

• In 2011, the theme was The Smurfs, and to celebrate the party, we had Papa Smurf and Smurfette spending the day with kids and families.

The Smurfs Christimas Carol short broadcast at SONY ENTERTAINMENT TELEVISION

• As an opportunity to promote the release of The Smurfs on home entertainment, SPT broadcasted The Smurfs Christimas Carol short (the content was also part of an account exclusive DVD and all the Blu-rays in the rental and sell thru market), on December 24th and 25th.

• In exchange for the content, SPT offered a media plan promoting the content, but also tagging the physical products on Blu-ray and DVD.

• Media Plan

42 15sec spots

6 daily spots during 7 days

Sony Virtual Bundle

• Sony Electronics #1 in BD sales

Consumer buy Blu-ray Player*

Inside Cartoon Box Consumer

also get a voucher to

request for free “3” units of Blu-

ray discs for free.

Consumer access website,

do the registration, input the promotional

code and choose “3” titles of Blu-

ray.

Consumers Receive in “3-5” days Blu-

ray Titles from SEDEX

Enjoy Blu-ray Player together

with Sony Pictures Tittles.

Inside Cartoon Box Consumer a movie from

Sony Pictures.

Green Hornet to

Nov, Smurfs 3D Nov onward

VIRTUAL BUNDLE MECHANICS