Sony pushes perfection for still and motion

SONY   CAMPAIGN   LEO BURNETT

Hong Kong - Sony has launched a campaign to promote its latest Cypershot camera, highlighting its dual functions of capturing quality still shots and HD videos.

Developed by Leo Burnett, the campaign taps into the popular snap culture - showing people taking videos and snapshots wherever they go.

Leo Burnett won the Sony Cybershot business after a pitch held in December.

Pamela Wan, group brand director of Leo Burnett Hong Kong, said the creative rationale behind the advertisement is to highlight the camera's still and motion capturing functions, as well as maintaining the brand's stylish image.

"We believe that Sony Cybershot has all the high end features which consumers may not be aware of. We need to bring this up in our communication and maintain its stylish brand image," Wan said.

"We are specifically taking Sony's stylish image to the next level - more like a high fashion brand - with sophisticated wardrobe and styling."

The campaign runs in print, online, and outdoor from now till early March. Print ads can be seen in newspapers including Apple Daily, Headline and Metro, as well as in magazines including Next, Ming Pao Weekly, Cosmopolitan and Jessica.

A promotional TVC will also broadcasted on TVB, i-Cable and now TV.

Leo Burnett is responsible for creatives and production while Mediaedge:cia handles media buying and planning.

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