Sony’s “Sideline Hero” returns in Havas campaign, part 2
Havas Worldwide Sydney are returning with an expanded take on Sony's NEX 'DSLR Gear No Idea', focusing on two characters from last year’s popular campaign.
The 'Sideline Hero' and the 'Foreign Correspondent' return after the 2012 creative was viewed by 3.8 million people across 128 blogs in 16 countries.
The two new videos will be housed on the Sony Australia YouTube channel and seeded via social media, online publications and photo enthusiast blogs and websites in the hope the campaign will gain viral momentum.
"We loved the good-humoured insight of last year's 'DSLR Gear No Idea' campaign so much we decided to build on its success by re-visiting our characters in new scenarios and offering them the NEX alternative,” said Ervin Quek, marketing manager of digital imaging, Sony Australiaz.
"With this year's campaign our goal is to further increase consumer awareness about alternative cameras available to non-professionals who want to take better photos. Sony's NEX compact system camera range can help put a stop to all those embarrassing DSLR moments. With a same size sensor as the average DSLR, the NEX packs all the same image quality into a light weight and compact body. These features make the NEX camera straightforward and easy-to-use, ideal for non-professional photographers."