Sony - Shoot. Eject. Play. Profit. How reinvesting in camcorders reaped rewards for Sony

In 2004-05, Sony launched its new DVD Handycam across six different European markets. The camcorder market had become highly competitive and price-driven, so the communication objective was to use TV advertising to drive awareness of the new DVD format, and to communicate Handycam's brand advantage - how simple it was to use.
Agency: Fallon LondonAuthors: Caroline Collinson-Jones

Sony – Shoot. Eject. Play. Profit. How reinvesting in camcorders reaped rewards for Sony

INTRODUCTION

Build a better mousetrap and the world will beat a path to your door.

Or so Ralph Waldo Emerson proposed...