Sony's Latest Digital Imaging Products 'Tumble' Into Spotlight With New HDNA Campaign


Sony Electronics today launched an integrated marketing campaign in the U.S. where its new Alpha digital SLR cameras, Handycam® camcorders and Cyber-shot® point-and-shoot cameras literally "tumble" from a mountaintop.

The campaign is a continuation of Sony's focus on HDNA -- the notion of high definition being a key part of its DNA -- which debuted last September and centered on HD leadership across many product categories. The new campaign centers on Smile-Shutter technology in the Cyber-shot DSC-W170 digital still camera, which helps capture photos just as the intended subject smiles; Face Detection in the Handycam HDR-SR11 camcorder, which controls focus, exposure and color for video and still images to make skin tones look natural; and Live-View technology in the Alpha DSLR-A350 camera, which lets you see what you are shooting through both the view finder and LCD.

Sony's latest digital imaging marketing effort was inspired by those who like to capture special family moments -- dubbed "familiographers" -- in search of that perfect shot, but who still want to enjoy the moment. With this in mind, the campaign, which breaks this month, was developed with the support of the company's advertising agency 180 Los Angeles.

"No other company in the consumer electronics industry comes close to our HD expertise," said Stuart Redsun, Sony Electronics' senior vice president, corporate marketing. "From professional to consumer products, our leadership in all facets of high definition is unprecedented -- from movie-cameras, to consumer televisions, to all areas of digital imaging."

The campaign encompasses multiple consumer media outlets and platforms including newspapers, magazines, television, radio, online, in-store and out-of-home. Starting April 22, a 60-second commercial called "Tumble" will appear during primetime TV shows. Spots will air on "Dancing with the Stars," "Law and Order: SVU," "Lost," "The Office," "Men in Trees," "20/20," "Monk," "Deal or No Deal," "Supernanny," "Psych," "Desperate Housewives," "Dateline," "E.R." and "Scrubs." The ad will also appear on cable networks ESPN, A&E, Bravo, Discovery, History, FX, HD Net, HD Net Movies, Mojo and Universal HD.

Sony has developed interactive content around the spot that will be housed on a dedicated web site scheduled to launch on April 21 at The site will feature teaser spots, "Making Of" videos, captioned photos and more.

From late April through May movie-goers will see Sony ads during film previews at Edwards, United Artists and Regal theaters.

Print advertising will feature three, two-page spreads with photos to showcase each product. They will hit newsstands in the May issues of Parenting, Entertainment Weekly, Essence, Best Life, Parents, Nature's Best Magazine, American Photo, Outside, Popular Photography and Imaging, Videomaker, Martha Stewart, Baby Talk, Shutterbug, Parents and Child supplement, Cookie, Travel and Leisure, Conde Nast Traveler, Sports Illustrated, FamilyFun and Digital Photo Pro.

Beginning late April, websites like Yahoo! Homepage, MSN, AOL, CNET and parenting enthusiast and shopping sites will display rich media and flash banners. Additionally, residents of Boston, Los Angeles, Minneapolis, New York, Richmond, San Diego, San Francisco and Washington will see their cities decked out in campaign artwork on billboards, walls, bus shelters, and subway stations starting in May.

"Integrating the HDNA concept in this latest Tumble campaign furthers the connection of high definition with the brand, creating an ideal platform for showcasing the new digital imaging products," said William Gelner, executive creative director for 180LA. "I believe the head-turning ads will create excitement for the category and remind people that capturing memories with a Sony camera will provide the ultimate experience."

The digital imaging campaign will also be the centerpiece at all Sony Style stores across the country as part of a comprehensive effort to extend the concept at retail. Stores will be transformed with window displays with a Cyber-shot camera automatically taking photos of passersby. The windows will also feature a Handycam camcorder demonstrating Face-Detection technology that captures shoppers' faces on its huge screen.

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SOURCE: Sony Electronics

CONTACT: Rachelle Arcebido of Sony Electronics, +1-858-942-4155,; or Jessica Hartley, +31 20 422 180,, or Kelli Stam,, both of 180, for
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