Sony's Latest Digital Imaging Products 'Tumble' Into Spotlight With New HDNA Campaign

Sony's Latest Digital Imaging Products 'Tumble' Into Spotlight With New HDNA
Campaign

SAN DIEGO, April 17 /PRNewswire/ -- Sony Electronics today launched an
integrated marketing campaign in the U.S. where its new Alpha digital
SLR cameras, Handycam(R) camcorders and Cyber-shot(R) point-and-shoot cameras
literally "tumble" from a mountaintop.
The campaign is a continuation of Sony's focus on HDNA -- the notion of
high definition being a key part of its DNA -- which debuted last September
and centered on HD leadership across many product categories. The new
campaign centers on Smile-Shutter technology in the Cyber-shot DSC-W170
digital still camera, which helps capture photos just as the intended subject
smiles; Face Detection in the Handycam HDR-SR11 camcorder, which controls
focus, exposure and color for video and still images to make skin tones look
natural; and Live-View technology in the Alpha DSLR-A350 camera, which lets
you see what you are shooting through both the view finder and LCD.
Sony's latest digital imaging marketing effort was inspired by those who
like to capture special family moments -- dubbed "familiographers" -- in
search of that perfect shot, but who still want to enjoy the moment. With
this in mind, the campaign, which breaks this month, was developed with the
support of the company's advertising agency 180 Los Angeles.
"No other company in the consumer electronics industry comes close to our
HD expertise," said Stuart Redsun, Sony Electronics' senior vice president,
corporate marketing. "From professional to consumer products, our leadership
in all facets of high definition is unprecedented -- from movie-cameras, to
consumer televisions, to all areas of digital imaging."
The campaign encompasses multiple consumer media outlets and platforms
including newspapers, magazines, television, radio, online, in-store and
out-of-home. Starting April 22, a 60-second commercial called "Tumble" will
appear during primetime TV shows. Spots will air on "Dancing with the Stars,"
"Law and Order: SVU," "Lost," "The Office," "Men in Trees," "20/20," "Monk,"
"Deal or No Deal," "Supernanny," "Psych," "Desperate Housewives," "Dateline,"
"E.R." and "Scrubs." The ad will also appear on cable networks ESPN, A&E,
Bravo, Discovery, History, FX, HD Net, HD Net Movies, Mojo and Universal HD.
Sony has developed interactive content around the spot that will be housed
on a dedicated web site scheduled to launch on April 21 at
http://www.sony.com/tumble. The site will feature teaser spots, "Making Of"
videos, captioned photos and more.
From late April through May movie-goers will see Sony ads during film
previews at Edwards, United Artists and Regal theaters.
Print advertising will feature three, two-page spreads with photos to
showcase each product. They will hit newsstands in the May issues of
Parenting, Entertainment Weekly, Essence, Best Life, Parents, Nature's Best
Magazine, American Photo, Outside, Popular Photography and Imaging,
Videomaker, Martha Stewart, Baby Talk, Shutterbug, Parents and Child
supplement, Cookie, Travel and Leisure, Conde Nast Traveler, Sports
Illustrated, FamilyFun and Digital Photo Pro.
Beginning late April, websites like Yahoo! Homepage, MSN, AOL, CNET and
parenting enthusiast and shopping sites will display rich media and flash
banners. Additionally, residents of Boston, Los Angeles, Minneapolis, New
York, Richmond, San Diego, San Francisco and Washington will see their cities
decked out in campaign artwork on billboards, walls, bus shelters, and subway
stations starting in May.
"Integrating the HDNA concept in this latest Tumble campaign furthers the
connection of high definition with the brand, creating an ideal platform for
showcasing the new digital imaging products," said William Gelner, executive
creative director for 180LA. "I believe the head-turning ads will create
excitement for the category and remind people that capturing memories with a
Sony camera will provide the ultimate experience."
The digital imaging campaign will also be the centerpiece at all
Sony Style stores across the country as part of a comprehensive effort to
extend the concept at retail. Stores will be transformed with window displays
with a Cyber-shot camera automatically taking photos of passersby. The
windows will also feature a Handycam camcorder demonstrating Face-Detection
technology that captures shoppers' faces on its huge screen.
SOURCE Sony Electronics

Rachelle Arcebido of Sony Electronics, +1-858-942-4155,
rachelle.arcebido@am.sony.com; or Jessica Hartley, +31 20 422 180,
jessicah@180amsterdam.com, or Kelli Stam, KelliS@180LA.com, both of 180, for
Sony Electronics