Miss Kiss

Sony Real Photographers 2006

Concept, Design and Art Direction

See the work below

The brief: To launch Sony's Alpha brand into a Digital SLR market dominated by established players such as Canon and Olympus.

The challenge: We had to immediately establish Sony as a credible player, and seize share in a niche market. Digital SLR cameras are used by professionals or serious photography enthusiasts. Research showed that professionals had already made a substantial investment in other products, and would be extremely reticient to switch.

The idea: Rather than talk to professionals, we decided to talk to serious enthusiasts who were ready to take their photography to the next level. We developed the campaign thought - that this camera was For Real Photographers - not professionals, but ordinary people with a real passion for photography. Then, we put out an ad in photography enthusiast magazines - a call for real photographers to submit their photos to our online gallery.

The winning photograph was featured in the next phase of Alpha press advertising.

Results: Despite a limited media spend, the Alpha brand went from a standing start to 14% market share in three months. The Real Photographers campaign has been cited as a case study for user-generated marketing content in Professional Marketing magazine.

It was also a bronze and silver winner in the Australian Promotional Marketing Association awards and the Best New Brand winner at the Australian Marketing Institute Awards.