Sony is gearing up for the launch of its DVD Handycam later this month. The launch will be supported by a European advertising campaign, created by Fallon.
Sony hopes the launch of the DVD Handycam 203 will help to dispel confusion among consumers that DVD camcorders are hard to use. The campaign, which breaks across Europe on May 29, will focus on how users can watch their footage immediately on a compatible DVD player.
The ad, which will run on television, print and posters, shows people taking footage in various locations and then searching for a DVD player on which to watch it. Executions will see people scaling buildings and intruding into homes to watch their films. The campaign will use the strapline: “Shoot. Eject. Play. Simple”.
The ad campaign uses Sony’s new brand line, “Like.no.other”, which aims to revitalise the brand and help its products gain ground against rivals’. The overhaul of the brand’s strategy has coincided with the appointment of Howard Stringer as Sony’s first non-Japanese chairman and chief executive.