Sony revives Handycam with 60-sec TVC

SONY   CAMPAIGN   EURO

Hong Kong - Sony has debuted a 60 second TVC to promote its new camcorders, seeking to rekindle young people's love with Handycam. 

Despite the growing number of people using smartphones to shoot videos, the campaign aims to highlight mobile phones cannot produce quality videos as a Handycam can.

To reach younger audiences and encourage them to capture trivial moments with a new perspective, the TVC runs under the tagline "bring your love to live", telling a love story in which a girl tries to capture various moments with her loved one.

Regine Tsui, senior account director of Euro RSCG - the agency behind the campaign, said the team aims to polish the product with a story that the younger generations can relate to. 

"Product features are not key in the storyline, as we are taking an approach that taps into the audiences' emotion."

The campaign spans TV, print, online, point-of-sales marketing and OOH and will run for a month in Hong Kong, followed by Taiwan and South Korea.

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