Sony Showcases Handycams with Shoebox Displays
To reinforce its position as the leader in HD, Sony made its way to seven malls across Australia to showcase its range of HD Handycams. Market research found that most people still prefer to take and save still photographs rather than video, so Sony played on the theme of kept photos by creating an oversized shoebox display. The shoebox’s exterior featured heartwarming images bursting out toward visitors to draw them in along with Sony Bravia flat screens running ads for Sony’s HD products.
Inside, brand ambassadors demonstrated and showcased new Handycam models specifically showing how they can be used to create multimedia snapshots—images that also include movement and sound—as opposed to simply home videos. The idea was clear—HD camcorders allow you to relive the moments of your life instead of simply stuffing them in a shoebox.
Visitors could also check out a dedicated microsite at one of several Wi-Fi stands located inside.
The shoebox certainly got the message across. Consumers who visited left with markedly more knowledge of Sony’s HD camcorders than they had before. In fact, 99 percent of consumers surveyed said they felt inspired by the shoebox experience; 91 percent said they were more informed about Sony HD camcorders after visiting the shoebox. And 92 percent felt more informed about Sony’s entire range of HD-related products, while 91 percent said they would recommend the Handycam to friends and family.