Sony Handycam: Forever Moments

Sony Indonesia was launching a new model of its camcorder, the Sony Handycam. Research indicated that, where people once captured 'precious moments' on film, thanks to compact cameras, smartphones and social media, these had now become 'disposable moments'.

Sony Handycam: Forever Moments

Adam Lau and Magz Osborne

Campaign details

Brand owner: Sony IndonesiaBrand: Sony HandycamAgency: The Campaign Palace, IndonesiaCountry: IndonesiaChannels used: Cinema, Internet - display, Internet - general, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, TelevisionMedia budget: 500k - 1 million

Executive summary

Competition in the camcorder category is intensifying due to advances in smartphone and compact-camera capabilities. 'Precious moments' have become 'disposable moments' – filmed in haste, uploaded today and forgotten tomorrow.

So the aim was...

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