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Mark Peters : May 3th 2006 - 17:02 CET

Sony spot for Handycam camcorders

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SonySony spot for Handycam camcorders : Sony's newest spot from Bagby and Company made its network television debut last night, on ABC's "Desperate Housewives". The "Star" spot is one of the newest elements of an enduring multimedia campaign which began last year and has successfully stimulated consumer interest in Handycam camcorders by dramatizing the emotional benefits of advanced features on the Sony DVD-505. If you didn't catch it last night, be sure to look for it on CSI Miami tonight. Speaking to consumers aged 25 to 54 whose lives revolve around home and family, this latest work from Bagby and Company employs their signature storytelling technique to create a compelling Sony message.
Sony spot for Handycam camcordersBagby and Company campaign
The integrated communication includes broadcast, print, and retail advertising; in-store and on-line educational assets; and promotional support that further extends the brand platform. This latest work follows closely in the footsteps of last year's Bagby and Company campaign for Handycam (which recently won an Effie). The new messaging vividly communicates how Sony's line of DVD camcorders are designed to allow families to easily capture, share and relive the richness of one-of-a-kind moments that happen throughout the year. This idea is personified through an emotionally inspiring mnemonic device that parents relate to: a "List of Things to Do Before the Kids Grow Up". Importantly, the messaging for 2006 demonstrates the value of enhanced audio; because in addition to the already rich Dolby Digital 5.1 Surround Sound capability, Sony now introduces Bluetooth wireless microphone technology. As powerfully demonstrated in the "Star" messaging, Sony is able to isolate a single, small voice and separate it from the crowd, which adds even more emotional richness and intimacy to the consumer experience.

Sony Handycam camcorders - Audio features
"The combination of unique new audio features demonstrates how Sony continues to raise the bar in camcorders. Our marketing campaign uses an emotional trigger while demonstrating our product advantages in the most compelling and relevant way possible," said Diane Ozawa Roche, a Sony Director of Marketing Communications. "Sony understands that the special moments in life are as much about sound as they are about sight - especially when it involves the voice of a loved one - this is what families want to experience and savor. And that's what we deliver."

Sony camcorder campaign - DVD technology
The longtime market leader in camcorders, Sony has an extensive line-up of Handycam products. But in recent years, with the advent of increasingly sophisticated digital still camera options, consumer interest in camcorders overall has slowed significantly. With conviction that the camcorder truly offers a richer experience, however, the Sony/Bagby and Company team set out to develop a campaign in 2005 that would both reinvigorate the category and maintain Sony's strong leadership position by showcasing their DVD technology. Consumers responded; Sony shifted the market to DVD recording, and Handycam sales increased significantly.

John Hambrick - Sony digital imaging technologies
According to John Hambrick, senior vice president at Bagby and Company, "In pooling-out this campaign for 2006, we've continued to emphasize the lifestyle relevance of Sony's new digital imaging technologies - essentially, to build the business by investing these new features with an emotional value that resonates with the target & reinforces their affinity for the Sony brand."

Steve Bagby - Sony Handycam campaign 2006
According to Steve Bagby, president and CEO of Bagby and Company, "The creative strikes a chord that speaks to people's emotional needs and wants. Their child is in a play and they need to capture the event, but want to do it in a way that highlights how they experience the moment. This campaign proves it's possible - to capture and relive what was seen, what was heard, and most importantly, what was felt."

About Bagby and Company
Bagby and Company is a Chicago-based integrated marketing agency devoted to brand expressionism. The firm is independently-owned, based in Chicago and led by Steve Bagby. It employs an elite team of brand specialists recruited from among the most prestigious marketing organizations. Clients include Sony, McDonald's, JP Morgan Chase, International Truck and Engine, USG and RAM Consulting, among others.

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