The DSC-T11 campaign includes TV, print and MTR executions, along with outdoor billboards and screens, and employs the tagline: 'Stand out as it is'.
"The target is image-conscious people who want the best quality," said TBWA account director Andy Ho.
According to ACNielsen's Retail Sales Audit, the Cybershot DSC-T1 and DSC-W1 currently hold first and second place in the market. According to Nielsen Media Research, furthermore, Sony's adspend is significantly less than its competitors Canon, Olympus and Nikon.
"The digital camera market is not dissimilar to that of the mobile phone market in the late '90s," said TBWA creative director Rudi Leung. "A lot of players overspending on their advertising campaigns with celebrity endorsements."