Sony Ad Campaign for Digital Imaging Products
PRESS RELEASE
SANDIEGO, April 4, 2007- Sony Electronics today launched an integrated marketing campaign to support its digital imaging product line. The campaign, developed with BBDO New York, uses humor to show how Sony Cyber-shot® cameras and Handycam® high-definition camcorders help capture life's most precious moments...the right way, the first time.
The campaign encompasses multiple consumer media outlets and platforms, including print, television, radio, online, in-store and out-of-home. There will also be promotional tie-ins linked to Mother's Day and the upcoming Sony Pictures Entertainment movie, "Spider-Man 3."
Three 30-second television commercials highlight the special features of Cyber-shot digital cameras and Handycam HD camcorders by showcasing real-life moments where technology can sometimes fail.
The first two TV spots for Cyber-shot cameras bring to life situations where a strange object—in this case a horse's behind and a stop sign—have replaced a loved one in order to illustrate what happens if you don't have a camera with "face detection" technology. It's a humorous way to illustrate that when photographing people Sony's face detection technology dramatically reduces the chances of taking a failed photo.
The third spot for a high-definition Handycam model also uses humor to bring home the fact that you can't re-live life's special memories, so you should be sure to capture those moments right, the first time. In the TV spot, a couple sweetly enjoys a shared yet awkward moment bathing their adult son in a kitchen sink. The scenario reinforces the point that had they used a Sony camcorder 20 years ago, they would not need to put their now grown up son in such an awkward position today.
SANDIEGO, April 4, 2007- Sony Electronics today launched an integrated marketing campaign to support its digital imaging product line. The campaign, developed with BBDO New York, uses humor to show how Sony Cyber-shot® cameras and Handycam® high-definition camcorders help capture life's most precious moments...the right way, the first time.
The campaign encompasses multiple consumer media outlets and platforms, including print, television, radio, online, in-store and out-of-home. There will also be promotional tie-ins linked to Mother's Day and the upcoming Sony Pictures Entertainment movie, "Spider-Man 3."
Three 30-second television commercials highlight the special features of Cyber-shot digital cameras and Handycam HD camcorders by showcasing real-life moments where technology can sometimes fail.
The first two TV spots for Cyber-shot cameras bring to life situations where a strange object—in this case a horse's behind and a stop sign—have replaced a loved one in order to illustrate what happens if you don't have a camera with "face detection" technology. It's a humorous way to illustrate that when photographing people Sony's face detection technology dramatically reduces the chances of taking a failed photo.
The third spot for a high-definition Handycam model also uses humor to bring home the fact that you can't re-live life's special memories, so you should be sure to capture those moments right, the first time. In the TV spot, a couple sweetly enjoys a shared yet awkward moment bathing their adult son in a kitchen sink. The scenario reinforces the point that had they used a Sony camcorder 20 years ago, they would not need to put their now grown up son in such an awkward position today.
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