Sony Alpha
Alpha DSLR brand promotion
THE BRIEF
The first advertising campaign for Alpha - new Sony brand in DSLR (digital single lens reflex) segment - was supposed to put the ground to Alpha brand promotion in Russia in general. No global or international creative materials were developed by that moment, so we were the first who developed TV commercial and visual concept. Being one of many other DLSR brands behind two main competitors Canon and Nikon, Sony Alpha had low sales and low budget for promotion by the end 2008.
Advertising objectives of the campaign were:
1) To show clearly to consumer Quick AF LiveView and tilted LCD screen benefit (for A300/A350 hero models).
2) To convey message of premium picture quality and technological superiority.
3) To state that Sony leaves all competition behind with wider range of new models.
THE WORK - TV, PRINT, OUTDOOR, DIGITAL
Based on brand essence and brand book we decided to make fire show, which were implemented in TV CF by a group of professional fire show dancers. Eye-catching visual combined with the strong accent on product benefits made a positive effect on the target audience. We performed a series of print and OOH layouts (billboards, brand mowers). Alpha Internet banner was on top position at Sony corporate web site during high season Nov-Dec 08
THE RESULT(S)
The campaign has been a great success:
• The client’s reference: “This Alpha TV CF is a good example of ATL activity. Due to a good effect of TV CF in Nov/Dec, we became very strong No.2 in Feb 09, and have established a stable top 3 position in Apr ~ June 09 despite the lack of ATL.”
• Consideration of the flagship model increased to 45% with adults 20-50
Alpha X-Mas TV CF (“Dancing with Fire”) got two awards of 9th Professional Contest of TV ADs “25th frame”:
The best Director – 1st place
The best decoration – 1st place
Click here to see the TV ad by FreshMind Communications
