Agency: BBDO Worldwide, Shanghai
SHANGHAI--Sony Corp. is reasserting its technical prowess in China with a high-energy campaign to market its Cyber-shot T9 anti-shake digital camera.
“We believe a compact camera with an anti-shake function will be very competitive in China, a booming market for us,” said Rosa Hung, senior manager of Sony’s advertising and brand communications division for China in Shanghai.
Set in a pulsating night club filled with Chinese dancing to loud music, the spot stars a young man strutting onto the dance floor with his friends, who spies the attractive woman spinning vinyl in the DJ booth. He takes out a T9 camera, turns on the anti-shake function and begins taking her photo. She catches him and starts scribbling on a coaster. As he shoots the picture, she holds up the coasters and he realizes she is giving him her mobile phone number.
The telephone number she shows him is a real mobile number owned by Sony, which contains a recording telling callers where to buy its cameras in China. During the first three weeks the commercial was on-air, the number received more than 20,000 calls.
“From a strategy perspective, this is product advertising with a difference. It embraces the most relevant consumer passions and trends in a way that allows us to ultimately turn them into a brand property that we can leverage the product strength from,” said Harjot Singh, strategic planning director, China at BBDO in Shanghai. The ad is the first spot created by the Omnicom Group agency since it won the account last September, and was shot by the Japanese director Suzuki Hiroshi
The ad "does a couple of things, given where we were as a brand, Sony did not have the edge that was needed to be able to make an impact on this youthful audience. They are distracted, enthusiastic, flirtatious, trendy and want to explore new things, but you need an edgy proposition in the way you communicate with them to make an impact and become a topic of conversation in their lingo. To get there, we took the anti-shake feature that we knew was a product benefit we could leverage, based on existing feedback," added Mr. Singh, "and then present it in a way we knew they could relate to."