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Situation
Challenge
Insight
Campaign
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Sony
| To launch the Sony HDV Z1 in a second phase after the initial launch in 2004. |
| To create a solid, practical need for HDV; why should someone spend significant sums of money on such highly developed equipment? |
| The extraordinary clarity and definition of HDV set it far ahead of the previous technologies, giving users a clear edge over their rivals. This edge could be leveraged and exploited by purchasers in a business sense. |
| We positioned the Sony HDV Professional Series as a smart investment in one’s own business. The message was that HDV is clearly the smart way to grow and get more clients. Full page press ads were created in many regional trade publications across Asia Pacific with great effect. |
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