Sony's Cyber-shot HX20 camera launches 'No More Bad Photos' campaign via Euro RSCG

Campaign Brief 61.pngHave you ever wished you could re-live a holiday, adventure or event all over again because you didn't get a great photo of it the first time? 

Sony is giving some lucky Australians the chance to do just that with the campaign for its new Cyber-shot HX20 camera promising 'No More Bad Photos.'

Says Anthony Moy, Sony Australia's product manager for digital still cameras: "With so many ways to share our photos and experiences popping up, it's not enough just to say you went somewhere - now the photos you share get viewed and reviewed by all your friends and family. Our new Cybershot HX20 camera packs in simple to use features that make taking really great photos just so easy.Using Intelligent Auto Mode, Sweep Panorama, 20x Optical Zoom or Low Light shooting, you'll be proud to share all your travel and adventure photos."
Sony is calling on all Australians to submit their missed opportunities - or their 'bad photos' - for the chance to re-do the shot. 

Campaign Brief 59.png
A handful of entries will be chosen with the owners of the photos getting whisked away to their original destination to take their photo all over again.

This time, however, they will be able to utilise the features of the new HX20 to ensure a perfectly captured memory. The new photos - and their owners - will then be utilised for digital media in Sony's broader marketing campaign supporting the new Cyber-shot camera.

The app for submitting entries to Sony's 'No more Bad Photos' campaign will launch on the company's Facebook page on 14 May 2012.

Moy continued: "From that grainy evening shot at Uluru in 2007, to that over exposed shot of your friends on the great Ocean Road or that blurry shot of you with your ex in the Hollywood Hills, we are giving people a second chance to capture those missed moments, demonstrating every adventure looks better when captured with a Cyber-shot HX20."

Steve Coll, executive creative director, Euro RSCG said, "We wanted to let the output of the camera speak for itself and, with the introduction of Facebook timeline, we knew we needed to tap into existing social behaviours around sharing your best adventure photos online. Unlike traditional technology led campaigns which sometimes require a serious tone around the product, we knew the new Cyber-shot needed a fun campaign that involves our consumers. To keep it fresh and give it some breadth we will be shooting new stories every few weeks and using the photo and video content to create a real and relevant ongoing campaign for the new Cyber-shot HX20."

The HX20 is available in stores from today for $499.00 (SRP). Visit the Sony Website
for more information on the product or the 'No More Bad Photos' campaign.

Campaign credits:
Creative Agency: Euro RSCG
Strategy Agency: Naked Communications
Retail: Media Merchants
Media Agency: Starcom
Public Relations: Hausmann Communications

6 Comments

No More Bad Campaigns said:

Euro, can you please go back to what you were doing 12 years ago please.

Kav said:

'No More Bad Campaigns' - would you care to elaborate further...? Would be interested to get your obviously highly qualified and measured views on this campaign?

Nice work Euro - good to see agencies pushing their clients to build ideas that are, first and foremost, socially propelled and built upon strong insight and strategy. Then again, maybe you should have just done some TV.....

Hurrrr said:

A lot of angst going on here...

You lost me at 'hello' said:

Zzzzzzzzzzzzzzzzz.

Grand Poobah said:

"No More Bad Campaigns" before you smear more poo on Euro (although I haven't checked the men's room of late so I may be in for a smelly surprise) perhaps you should equate a good campaign to one that pleases the client, and, hopefully, one that ships more product. A campaign that economically benefits your client during the downturn and develops a good relationship with said client will be of far more use to you and your position within the agency. A campaign that is short listed for the Caxtons, or any other in the sphere of entry level creative awards, does not elevate the prestige of the brand you are working for. Even if a junior art director is unable to apply his mind to this concept you can be assured that the mid to high level decision makers in a multinational conglomerate from the worlds third largest economy (Japan) understand can and do. Multinational conglomerates have entire divisions dedicated to risk management. So when word comes back to risk assessors that a junior art director wants to rearrange the current brand strategy and possibly large components of their much valued intellectual property it is difficult to reconcile the proposition that their higher ups will comply with such an untested strategy that will produce unquantifiable results.

Good stuff said:

I like it.

Hate the wankers commenting on it tho.

Well done Euro.

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