The initiative - conceptualised by Lowe Bangkok - comprises TV spots, press ads, billboards, online (www.feelinspired.com) and roadshows. The Japanese electronics giant intends to cement its hold on the youth segment with the range of media vehicles, said Nophawan Chotipawat, deputy GM, marketing and communications, Sony.
“Competition in the digital camera sector has become very intense. To maintain our leadership, we need to communicate with customers clearly and understand what they really want,” she said.
Fronting the campaign are two young celebrities, singer Sukrit ‘Bie’ Wisetkaew and 15-year-old student Praedao ‘Mudmook’ Panichsamai. Sony has also engaged eight celebrity partners to participate in magazine advertorials and fashion spreads. These include actress Visa Sarasas, news anchor Korn Kiatfuengfoo and designer Munchumart Numbenjapol.
“It took us a long time to select our spokespeople. Both Bie and Mudmook are young, talented and have the drive to pursue their dreams,” said Chotipawat. “We hope that the image and character of the Cyber-shot range will be reflected through them to reach our target audience.”
The TV spot opens with a darkened and empty auditorium. Sukrit appears on stage and begins to dance. The scene cuts to Praedao, who is taking a photo of him using a pink Cyber-shot camera. She then breaks into some ballet moves and is in turn photographed by Wisetkaew. The duo continue dancing and photographing each other, demonstrating the camera’s anti- shake function. As they try to take a picture of themselves together, Praedao drops the camera - but the moment is captured perfectly, as seen on the camera’s LCD screen.
Complementing the spot is a press ad showing the two spokespersons frozen mid-air and seemingly held up by a series of cables. Accompanying the visual is the tagline, ‘However you move, Cyber-shot holds you up’.
Currently, Sony leads the digital camera market in Thailand with 32 per cent share. It hopes the campaign, part of a 220 million baht marketing drive, will grow its lead over rivals Canon and Panasonic. Its goal is to control 37 per cent of the market by 2008.
