CASE STUDY: Sony Handycam hosts film festival to show love in Taiwan

Background

Facing increasing competition with the advancement of digital cameras and DSLR cameras, the camcorder market has shown a serious decline since 2009. As a result, leading camcorder brand Sony Handycam experienced its biggest decline in sales yet.

Consumers tend to view camcorders as impractical goods only for special occasions like getting married or giving birth. The communication strategy of emphasising product features no longer motivates purchasing decisions, especially when the sales price of a Handycam is usually higher than that of similar products in this category.

Aim

To inspire consumers to record daily life and compile a diary of family memories.

Execution

The campaign concept is 'Witness love film festival'.

From over 100 videos submitted by Handycam users, the project selected three families which had recorded their life over ten years. Their films were edited by Jung-Chi Chang, the winner of Best Documentary 2006 at the Taipei Golden Horse Film Festival and made into three touching documentary films.

The three documentaries titled ‘In love with you’, ‘Love love love’ and ‘I’m your sister’ tells the story of growing up and the bonds that develop between family members.

The three families were then invited back to watch the final version of their films. Their reactions during the film were recorded to pair with the airing of the films during the film festival and subsequent road show for people to experience these real life stories about common families.

The campaign was supported by http://www.sonystyle.com.tw/love as well as banner ads on Yahoo, MSN, BabyHome, YouTube and Google targeting.

Results

Since 2 July, the ‘Witness Love Film Festival’ website has recorded 56,112 unique visitors and 63,953 page views.

About 8,000 people attended the film festival.

Credits:
Project Witness Love Film Festival
Client Sony Taiwan
Creative agency Ogilvy & Mather Taiwan
Executive creative director Jennifer Hu
Creative director Sean Tsai
Copywriter Awing Chen
Art director Sharon Huang
Account servicing FY Lu, Jacky Chen, Rachel Liu, Tsochun Chen, Kate Lee, Ethan Lee, Annabella Hua
Production company Union Film
Producer Abby Ku
Exposure Online, road shows

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