Previous Project
Evangelising HD for everyone
Disciplines—
advertising + direct marketing + events + digital + integrated + demand generation
Challenge—
Sony invented high definition and has been working with the format for nearly 20 years, but they are threatened by competing manufacturers who are promoting lower quality HD standards.
Sony wanted to find a way to drive the market adoption of ‘true‘ HD, while continuing to build preference for the Sony brand and demand for Sony products.
Solution—
Banner created a campaign theme designed to counter the common misperception in the industry that HD is not suitable for all types of film and television production. By showing how HD could be used for many different sorts of programming, the campaign has helped drive adoption – cementing Sony’s position as market leader in the process.
Subsequent advertising executions have supported the campaign message while promoting products such as HDV, XDCAM and HDCAM.
Contact—
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