Advertiser: Sony (Malaysia) Sdn Bhd Brand: Sony Handycam Creative Agency: MEC Malaysia Credits: credits Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)
The proliferation of digital recording devices had caused a dip in the sales of Sony Handycam. We needed to regain the preference of the consumers, especially the younger generation. How could we get the young consumers excited about an old and bulky product like Handycam?
The young consumers like to go the distance to capture and share their wonderful moments in lives with their friends and family. Leveraging on this insights, we developed a proposition – ‘You only need a Sony Handycam to share the moment”. We turned the idea into a travelogue-cum-reality TV show, creating a platform which allowed us to showcase the benefits and versatility of Handycam based on a premise which could engage with the young consumers.
We developed and run the 13-episode program in Astro WLT and Ria – ONE concept in TWO languages. For each program, 6 contestants were picked after a recruitment drive. They were tasked to create a 2-min video using Handycam in 5 destinations in Malaysia. The 2 finalists had a final showdown in Turkey, where home viewers were invited to vote for the grand winner. The final result was broadcasted live on-air and on-ground.
Sony Handycam had addressed the decline in sales, with an increase of +13% during the campaign period. The partnership with Astro generated tremendous media value estimated at 5.2x ROI.