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Title: Real Photographers Client: Sony Australia Product: α Digital SLR cameras The new a brand is Sony’s first venture into the Digital SLR market. Faced against the dominance of market leader Canon, our task was to position the a-series as the ideal camera for serious photography enthusiasts who were ready to take the step up from point-and-shoot digital cameras. We knew we had to talk to people who wanted to take real photographs, and not just pictures. And we knew that these people weren’t paid professionals, but ordinary people who had a deep love of photography. So, we created the Real Photographers campaign, to associate the a-series with these photography enthusiasts. We wanted the campaign to feature photography taken by the target market. So, the first phase of the campaign consisted of print and online advertising, which invited photography enthusiasts to submit their work to Sony’s online photo exhibition. We also created a microsite with detailed product information. The next phase of the campaign will consist of print advertising. These ads will feature the best photos submitted to the online gallery, as chosen by a panel of photography experts. See the work: |
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