By Perks |
The beauty about this ad campaign is that while entertaining the audience through suspense with multiple unveilings, Sony keeps the focus on the product all throughout. They show how much better photographs can be when they’re taken in panoramic. The message of how much you are missing by only shooting a limited area is conveyed in a fun and artistic way.
The main purpose of any integrated marketing campaign is to convey the value of the product as well as make it memorable enough that the viewer converts to a consumer at the point of purchase. Sony has just about done this by turning their product advert into something viral that will be talked about at water-coolers, shared on social networks and written up in blog posts much like this one.
The main thing to remember here is that while you may want to come off funny and witty in your advert you also want to clearly tie it to your product otherwise it will have the opposite effect with viewers. Relevancy and timeliness make your engagement that much more effective.
Why did Einstein stick out his tongue in that iconic photograph? Sony Cybershot takes you behind the scenes, offering a never-before-seen (and fictional) panoramic version of the shot. Check it out below, along with a related Marilyn Monroe spot after the jump. Both ads, created by Argentina’s Del Campo Nazca Saatchi & Saatchi, are reminiscent of Samsung’s recent ads about viewing art masterpieces in 3-D, which unfortunately have been removed from YouTube. Hat tip to The Presurfer.