The challenge
In Colombia, the market position of mini video cameras, such as Sony's Handycam, has come under threat from cell phones with a video function. Sony asked us to develop a campaign that would highlight the strengths of the Handycam, and win back the younger end of the marketplace.
Our insight
A Handycam can do more than record trips, baptisms, babies or first communions. It's ideal for capturing the flavor of a city.
Our solution
We wanted to prove to young people in Colombia's capital Bogota that the Handycam has significant advantages, in terms of versatility and quality, over cell phones. So we partnered with the city's own TV channel to run a competition.
We invited people to shoot short films illustrating the theme of My city, my life, and upload them to the channel's website, so that local people could vote on them.
To generate interest, we produced three promotional films which helped to show the sort of content we were looking for. The strategic partnership with the channel allowed us to use promotional spots, live mentions, online messaging and a live awards program, all backed up with point-of-sale material in Sony's retail stores
The results
- All stocks of Handycam sold out in Bogota
- Over 100 film-makers participated
- 150,000 video views online
