13 Dec 2011
Promoting the uniqueness of its 'fully electronic' DSLR and compact system camera ranges, Sony Australia today announced two locally created marketing campaigns that promote the benefits of this shift in technology - speed and compactness. As the only company to focus on enthusiast cameras that use completely electronic workings within the camera bodies, Sony has called on amateur photographers to use the camera equipment to create the images for the campaigns.
Running across outdoor and digital sites across the company, the two campaigns - led by agency Euro RSCG - each highlight a key strength of the Sony product range:
• Capture the speed of life - highlighting the superfast image capture possible with Sony's DSLR camera range, utilising Translucent Mirror Technology
• Professional goes compact - a partnership with VICE Australia has led to the capture of urban imagery with the ultra compact NEX range of compact system cameras, with a large APS-C sized sensor, the same sensor as those used in DSLR cameras,
Di Shepherd, Marketing Manager for Digital Imaging at Sony Australia, said, "Sony has taken a real leap forward in camera technologies and we wanted to create campaigns that demonstrate the benefits of this advancement, while inspiring people to take better photos. From everyday moments captured perfectly with our fast cameras, to the compact camera that allows you to explore your surroundings photographically with ease, we feel that our product range will really allow people to explore the possibilities of quality photography."
The campaigns use photography enthusiasts to create all content and are delivered across a range of integrated platforms such as cross tracks billboards and bus shelter "compact galleries" (some with LCD screens playing video content). In addition, all creative for the NEX campaign contains a QR code and URL that leads to a mobile optimised website for further exploration of the imagery used.
NEX Project: NEX-5N & NEX-7
The NEX campaign was formed in partnership with Vice Australia and saw three talented creatives take to the streets with an NEX-5N camera to inspire everyone to see the city through a different lens. Mark Drew (Tokyo based artist), Britt McCamey (stylist and director), and Max Olijnyk, (jeans designer, writer and skateboarder) were the talent selected by VICE to participate in the campaign.
Michael Slonim, Director of VICE Australia, said the campaign was a natural fit with VICE and its capabilities, "VICE has always been known for innovative photography that tells a story, and this campaign offered us the opportunity to do what we do best and deliver some great creative photography for Sony."
"I think that the imagery itself is the best indicator of the quality of the camera, with each of the three artists who worked on the project relaying to us that they were blown away with the ease of use; as much as the quality of the images themselves," concluded Slonim.
The NEX Project will hero shots from the ar
tists' photo essays to create inspirational outdoor installations placed in urban settings around all major Australian cities including phone booths, train stations and bus shelters. Select locations have been completely wrapped with the photos to create compact urban galleries. All of the outdoor has been digitally integrated with a QR code that directs users to an optimised microsite which hosts the artist's photo galleries, bios and product information. The fully integrated campaign includes a large outdoor presence, a digital hub page, video content across Sony's YouTube channel, social media support on Sony Australia's Facebook page and the mobile site.
To view the clips and the artist galleries, visit http://nexproject.sony.com.au/
Speed of Life Campaign: A65 & A77
With talent sourced through Sony's social media communities, the campaign took four everyday photography enthusiasts to the streets, led by acclaimed Australian portrait photographer, Gary Heery as the teacher, to shoot under the brief, 'Speed of Life'.
Enthusiast teacher and renowned Australian portrait photographer, Gary Heery said, "I loved the concept and challenge of being involved with such a well-known brand like Sony, using everyday Aussies to produce their national campaign. It was a big task for the team but the camera quality of the range is outstanding, so they really did find moving into the professional realm a lot easier."
The enthusiasts Aaron McNulty, Yonta Taiwo, Tim Locke and John Sison will have their collection of images displayed in large format static billboards, large digital billboards, print, digital campaign hubs and digital banners online.
To view the clips and the photographer bios check, visit www.masterclass.sony.com.au
The campaigns will run from now until late December.
About Sony:
With a diverse portfolio of businesses across electronics, music, film, gaming and telecommunications,
Sony is uniquely positioned to be the world's largest technology and entertainment company. Sony Australia Limited
is a wholly owned subsidiary of the Sony Corporation of Japan, and a leading manufacturer of audio, video,
communications and information technology products for the consumer and professional markets. Committed to
producing innovative and quality electronic products, the range includes BRAVIA TVs, Cyber-shot digital cameras,
Handycam camcorders, digital SLR cameras, Walkman MP3 players, VAIO computers, READER eBook Readers
as well as HD professional broadcast equipment. For more information on Sony Australia, visit www.sony.com.au.
Product Information:
For further Sony product information or stockist details, readers can contact Sony Australia on 1300 720 071 or visit www.sony.com.au.
Images: Product images can be downloaded from the Sony Australia Flickr site www.flickr.com/photos/sonyaustralia.
For assistance, please contact the Sony team at Hausmann Communications at sony@hausmann.com.au.
Social Media: Stay up-to-date with Sony Australia competitions, events, product reviews and videos via Facebook -
www.facebook.com/sonyaustralia and YouTube www.youtube.com/sonyaustralia.
For further information:
Brooke Devereux, 02 8353 5730
Brooke.devereux@hausmann.com.au
Hausmann Communications
Kelly Finlay, 02 9887 6634
Sony Australia Limited