Sony LatAM launches integrated campaigns for Cyber-shot and Handycam Cameras.

Sony Latin America has unveiled three new multi-platform campaigns created for Sony’s Cyber-shot and Handycam products in Latin America, including television, interactive, print, out-of-home and point-of-sale.

Cyber-shot Campaign:

Cyber-shot campaign was built around Sony’s innovative “Smile Shutter” technology, which recognizes when people in front of the camera are smiling and snaps the picture at the ideal moment. “What Triggers Your Smile Shutter?” is the theme of the humorous campaign created by La Comunidad and it highlights all the things that make us laugh and the different types of humor that cause laughter.

The campaign includes TV, print ads, out-of-home and point-of-sale and a micro site (www.sony-latin.com/quedisparatusonrisa) where consumers can upload their user-generated content.

The Sony TV commercial “Barco,” produced by Sony Latin America’s regional creative agency La Comunidad, received the award at the 2009 FIAP conference held May 5-8, 2009, in Buenos Aires, Argentina.

Handycam Campaigns – Handycam HD and Handycam Flash:

Two unique interactive and print communications campaigns have been created to communicate Sony’s new line of Full HD and Flash Handycam video cameras.
Handycam Full HD: The new website follows the theme of “Film Your Life Like You’re a Professional,” and focuses on transforming family memories into cinematic legends (www.sony-latin.com/mividaenhd).

Famed Film Director Rafael Lara is featured on the site, where he leads viewers around a virtual home and gives advanced tips on how to use the camera features to enhance the professional look and feel of their videos. This approach of bridging professional expertise and basic consumer awareness is a first for Sony.

Handycam Flash: this campaign for the new Sony Handycam Flash camera is themed “See What You Don’t See,” and promotes the powerful 60X zoom feature of the camera. Visitors can enter the site to explore more of these features (www.sony-latin.com/vesloquenoves).

“We are confident that these creative campaigns will further promote Sony’s Digital Imaging products across Latin America,”said Takashi Ashida, marketing communications director of Sony Latin America.

“We’re proud of the work we did for Sony, particularly because of the number of interactive elements used to communicate all of the products’ many features.” said Antoinette Zel, president of La Comunidad. “Sony is a powerful brand in people’s lives when it comes to capturing important moments and we made sure our work lived up to that standard.”