SAN DIEGO, April 17 /PRNewswire/ -- Sony Electronics today launched an
integrated marketing campaign in the U.S. where its new Alpha digital SLR
cameras, Handycam(R) camcorders and Cyber-shot(R) point-and-shoot cameras
literally "tumble" from a mountaintop.
The campaign is a continuation of Sony's focus on HDNA -- the notion of
high definition being a key part of its DNA -- which debuted last September
and centered on HD leadership across many product categories. The new
campaign centers on Smile-Shutter technology in the Cyber-shot DSC-W170
digital still camera, which helps capture photos just as the intended
subject smiles; Face Detection in the Handycam HDR-SR11 camcorder, which
controls focus, exposure and color for video and still images to make skin
tones look natural; and Live-View technology in the Alpha DSLR-A350 camera,
which lets you see what you are shooting through both the view finder and
LCD.
Sony's latest digital imaging marketing effort was inspired by those
who like to capture special family moments -- dubbed "familiographers" --
in search of that perfect shot, but who still want to enjoy the moment.
With this in mind, the campaign, which breaks this month, was developed
with the support of the company's advertising agency 180 Los Angeles.
"No other company in the consumer electronics industry comes close to
our HD expertise," said Stuart Redsun, Sony Electronics' senior vice
president, corporate marketing. "From professional to consumer products,
our leadership in all facets of high definition is unprecedented -- from
movie-cameras, to consumer televisions, to all areas of digital imaging."
The campaign encompasses multiple consumer media outlets and platforms
including newspapers, magazines, television, radio, online, in-store and
out-of-home. Starting April 22, a 60-second commercial called "Tumble" will
appear during primetime TV shows. Spots will air on "Dancing with the
Stars," "Law and Order: SVU," "Lost," "The Office," "Men in Trees,"
"20/20," "Monk," "Deal or No Deal," "Supernanny," "Psych," "Desperate
Housewives," "Dateline," "E.R." and "Scrubs." The ad will also appear on
cable networks ESPN, A&E, Bravo, Discovery, History, FX, HD Net, HD Net
Movies, Mojo and Universal HD.
Sony has developed interactive content around the spot that will be
housed on a dedicated web site scheduled to launch on April 21 at
http://www.sony.com/tumble. The site will feature teaser spots, "Making Of"
videos, captioned photos and more.
From late April through May movie-goers will see Sony ads during film
previews at Edwards, United Artists and Regal theaters.
Print advertising will feature three, two-page spreads with photos to
showcase each product. They will hit newsstands in the May issues of
Parenting, Entertainment Weekly, Essence, Best Life, Parents, Nature's Best
Magazine, American Photo, Outside, Popular Photography and Imaging,
Videomaker, Martha Stewart, Baby Talk, Shutterbug, Parents and Child
supplement, Cookie, Travel and Leisure, Conde Nast Traveler, Sports
Illustrated, FamilyFun and Digital Photo Pro.
Beginning late April, websites like Yahoo! Homepage, MSN, AOL, CNET and
parenting enthusiast and shopping sites will display rich media and flash
banners. Additionally, residents of Boston, Los Angeles, Minneapolis, New
York, Richmond, San Diego, San Francisco and Washington will see their
cities decked out in campaign artwork on billboards, walls, bus shelters,
and subway stations starting in May.
"Integrating the HDNA concept in this latest Tumble campaign furthers
the connection of high definition with the brand, creating an ideal
platform for showcasing the new digital imaging products," said William
Gelner, executive creative director for 180LA. "I believe the head-turning
ads will create excitement for the category and remind people that
capturing memories with a Sony camera will provide the ultimate
experience."
The digital imaging campaign will also be the centerpiece at all Sony
Style stores across the country as part of a comprehensive effort to extend
the concept at retail. Stores will be transformed with window displays with
a Cyber-shot camera automatically taking photos of passersby. The windows
will also feature a Handycam camcorder demonstrating Face-Detection
technology that captures shoppers' faces on its huge screen.
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