Sony Touts Digital Camera’s HDTV Viewing Feature
Sony Touts Digital Camera’s HDTV Viewing Feature
Brandweek Magazine, NY
November 12, 2007
By Steve Miller
Sony breaks a broadcast spot for its Cyber-shot camera during ESPN’s Monday Night Football tonight as another leg of its ease of use campaign.
The creative, via 180 Los Angeles, centers on the ease of use and the technology that allows the consumer to view the pictures in high definition on a television.
The 30-second spot opens with a wedding and a guest shooting pictures from the pew with one hand. Next up is a group photo of friends in a booth at a restaurant shot by a waiter who looks amazed at the ease of the camera. Finally, a children’s school play production is also shot via the small, handheld unit. After each segment, the image is shown on a Sony flat screen that appears in the middle of the activity and is admired by the people in the shot.
“What we show is a reassurance to the customer that has purchased a Sony camera that not only are you getting simplicity but also high definition,†said Stuart Redsun, svp-corporate marketing. “Not a lot of people equate simple with high-def, and now we can deliver that.â€
Sony is second in digital camera unit share through August, per NPD Group, Port Washington, N.Y., with 19%. It trails only Canon, which holds 24.8% of the market.
Sony’s message, as well as that of its competitors, is that “everybody can use these cameras now and here’s how it can enhance your experience,†said Liz Cutting, senior imaging analyst at NPD.
“The category has seen double digit growth for a long time, and prices keep coming down,†Cutting said. “And there are now more advancements at competitive prices with easy-to-understand features for the mainstream buyer. And there will be more advances, which is helping keep revenue up.â€
Sony spent $44 million on camera ads in 2006, and $32 million from January through August of 2007, per Nielsen Monitor-Plus.
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