Seeking to tap into the brand's market leader status in China, Sony chiefs said the integrated 'I wanna shoot' campaign will launch across 16 cities, featuring television, print, radio, outdoor, online and PR.
But rather than executing a standard product launch, the emphasis was placed on interaction with consumers and communicating the benefits of owning a camcorder, eschewing the traditional ground involved in promoting a product's core attributes.
"The campaign was originally supposed to be tailormade for the launch of the new Sony hard drive camcorder, but we realised if it turned into just another product launch, it could marginalize the effect of the campaign," said Yong Yuan, JWT Shanghai business director, the agency behind the campaign.
"Dog-fighting with competitors for an extra slice of the pie would likely trigger a possible price war, and the over promotion of the hard drive storage could cannibalise Sony's Handycam portfolio," added Yuan.
The first phase of the push invites consumers to submit their reasons for owning a camcorder on the website www.51paipaipai.com, for the chance to win a Sony HDD.
It focuses more on the product's messaging: 'Life is full of unexpected, exciting moments you need a Sony Handycam.'
The second phase of the campaign will convey the product's attributes, primarily that the Sony HDD can hold those exciting moments with its 60-gigabyte storage capacity.
Allyes is handling online for the campaign, with Zenith covering media.
