The Brief

There was a threat to the video camera market. Due to the trend of uploading and watching low resolution video on Youtube and other online video sites, consumers preferred to use still imaging camera and mobile handset with built-in video recording function for lower resolution video recording. Sony Handycam, as the market leader, was impacted the most. The brief was to capture the new video shooting generation who love to do snap shooting anytime and anywhere; and to convince them of the value of shooting video quality in High Definition.

Creative Execution

The 'Mass Memories' idea sucessfully aroused the emotional of the target consumers. The consumers were convinced that precious memories should be well preserved by High Definition Handycam. Sony, as the leader in Handycam market, was already well known for its High Definition products. From this campaign, Sony aimed at paving the way to be the consumers' most preferred brand for shooting precious and memorable episodes of their lives.

Describe the creative solution to the brief/objective.

In recent years, heritage sites with long and renowned histories were demolished one by one in Hong Kong. This evoked a strong sense of heritage preservation among Hong Kong people. We made use of the 'Mass memories' sentiments among the consumers. We introduced the 'Mass memories' cabinet to exibit old and precious items we collected from different source, in order to arouse the consumers' emotion towards precious memories. It brought back people's good old days, and by this soft approach, we sucessfully aroused the consumers' interest in using Sony High Definition Handycam to preserve the precious memories.

Results

This campaign, to a certain extent, facilitated the sales growth of High Definition video camera in 2008. Up to November 2008, HD recording format shared 44% of the total video camera sales, which was almost 3 times higher than the same ratio of 2007. Sony, as the market leader, recorded a successful year for its Handycam brand: - Achieved 66% HD ratio for Handycam sales; exceeded the target by 16% - No. 1 market position with 41% total market share and 56% HD share - 87% brand preference in the video camera category