The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Consumer Goods Online Video
The brief was to create an online advertising campaign to promote a new range of Sony Handycam with video projection function, targeting specifically to working adults with disposable income. The product's promotional caption "值得珍藏的第一次", which means "Treasured First-time moments", are to be encapsulated in the campaign videos.
The approach to the campaign was derived from scenarios of heartwarming life events that are familiar with the Chinese audience. These scenarios connect the Chinese consumers to events that will probably happen once in their lifetime.
As a campaign that is to run in a large country with many cultures and traditions, it was important that the events to be executed can be relatedto the Chinese audience at large. A shortlist of 4 events that would simulate these life events were selected.
- 抓周(pronounced as j-uar j-oh). On a child's 1 year old birthday, it is a customary that he/she picks an item that supposedly defines his/her future.
- Village trip. With the rapid urbanization of the country and young people working in big cities, this video gently reminds its viewers of the simple countryside life.
- Weddings. Celebrated by everyone all over the world and no exception in China, this wedding clip depicts the practice where the groom is put through various challenges before getting to his bride.
- Outdoor travelling. Travelling has been gaining popularity amongst Chinese young adults. This video highlights the adventures of the travellers, which essentially showcased Handycam's portability and usability.
Contributors:
| Creative Director: | Mark Leow |
| Account Manager: | Shirley Fan |
| General Manager : | Han Lee |
| Director: | Alan Yap |
| Digital Director: | Joyce Chiong |
| Production House: | Lunar |
ARCHIIVE LTD
Location: China