Sony: Sideline Challenge

Credits & Description:

Media: Use of Media
Category: Use of Media: Use of Print
Award: Bronze Spike
Client: SONY NEW ZEALAND
Product: PRODUCT LAUNCH
Product/Service: PRODUCT LAUNCH
Advertising Agency: FCB NEW ZEALAND Auckland, NEW ZEALAND
Asia Pacific Executive Creative Director: James Mok (FCB New Zealand)
Executive Creative Director: Tony Clewett (FCB New Zealand)
Executive Creative Director: Regan Grafton (FCB New Zealand)
Creative: Kevin Walker (FCB New Zealand)
Creative: Melina Fioltakis (FCB New Zealand)
Head Of Craft: Nick Smith (FCB New Zealand)
Designer / Photographer: Michael Braid (FCB New Zealand)
Retoucher: Anton Mason (FCB New Zealand)
Account Director: Michelle Koome (FCB New Zealand)
Media Planner/Buyer: Sarah Bymolt (FCB New Zealand)
Media Planner/Buyer: Duncan Timlin (FCB New Zealand)
Digital Director: Kate Grigg (FCB New Zealand)
Head Of Digital Production: Haydn Thomsen (FCB New Zealand)
Digital Designer: Liz Low (FCB New Zealand)
Digital Producer: James Mcmullan (FCB New Zealand)
Media Planner/Buyer: Lucy Sorenson (FCB New Zealand)
Brief Explanation
Sony were launching their new ᾳ6000, a compact camera that on paper outperforms most digital SLRs (DSLR).
The problem? Most people aren’t interested in the “on paper” technical specs; they buy on association. In the camera category, DSLRs’ association with professional photographers means most people think DSLRs are better than non-DSLRs.
This association was our barrier but also our opportunity.
Our idea – “Sideline Challenge”: provide undeniable proof that the ᾳ6000 could shoot like a DSLR in the hands of a professional…
…by getting complete amateurs armed with the ᾳ6000 to supply the sports photography for New Zealand’s leading newspaper.
Results and Effectiveness:
This was a first-time blurring of the lines between advertising and editorial in newspapers. The published editorial photos were our adverts, and proved the ᾳ6000 in the hands of a rookie was just as good as a DSLR in the hands of a pro. As a result:
• Sony’s category share increased from 35% to 61% (a 74% increase)
• The weekly Sales Index for the ᾳ6000 model (100 = annual average) improved from 66 (34% under average) the week before our campaign started, to 132 the week after our campaign.
• Visits to ᾳ6000 webpage increased 240% during campaign period
Creative Execution:
Using an in-banner game we recruited four rookie photographers, then sent them to the sidelines of some of NZ’s biggest domestic sporting events.
During the events their photos were streamed into live updating banners and an online gallery, where the paper’s editors made their selects.
Then in the paper’s full circulation, the Sports section featured our amateur’s photos as genuine editorial, positioned alongside each story. The only sign they weren’t professionally shot was a breakout box referencing the name and occupation of the photographer.
A final spread the following Friday told the full story, showcasing the published pictures again.
Insights, Strategy and the Idea:
Our target were “aspirer” photographers, a large volume of people looking for a decent camera that could take better quality shots than their smartphone.
They associate DSLR cameras with professional photographers, so assume that any non-DSLR camera is inferior. They associate sports photography in particular with professionals using DSLRs.
We targeted New Zealand’s most read daily newspaper, NZ Herald, and convinced them to give their Sports photography over to total amateurs using the ᾳ6000. This would dramatically demonstrate that the camera is as good as a DSLR to our mass “aspirer” audience, leveraging the reach and credibility of the newspaper.