Sony Electronics' 'Emotion in Motion' Campaign Wins Bronze at 2006 EFFIE Awards

National Advertising Campaign Touches the Heart, Shows Benefits of DVD Camcorders


Sony Electronics' received a 2006 Bronze EFFIE Award from the New York American Marketing Association for the "Emotion in Motion" Handycam® camcorder advertising campaign.

Designed by Bagby and Company, the five-part national campaign for Sony's DVD Camcorders advanced the value of the Sony Handycam brand and demonstrated the benefits and relevance of video-recording for consumers.

"Sony understands that the best way to capture sights, sounds and emotions is through the use of video," said Mike Fasulo, Chief Marketing Officer of Sony Electronics. "This campaign embodies the spirit of using DVD Handycam camcorders to capture and share the everyday moments of life."

Sony Electronics' "Emotion in Motion" campaign was executed through television, magazine, cinema and on-line advertising. Other elements included point-of-purchase materials and a mail-in rebate offer integrated into a television advertisement.

The elements of the campaign focused on the ease of capturing and sharing memories and the promotion component enhanced the messaging by equipping consumers with DVD mailers for easy sharing.

Bagby and Company is a fully integrated marketing communications firm headquartered in Chicago, Illinois.

The EFFIE Awards, introduced in 1968 by the New York American Marketing Association, honors campaigns that most effectively accomplish their stated marketing objectives. EFFIE is the only national advertising award designed to measure a campaign's success in reaching its intended audience and producing results.

SOURCE: Sony Electronics Inc.

CONTACT: Jenny Mehlow of Sony Electronics Inc., +1-858-942-3775,

Web site: