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Web Film

Sony: CASE STUDY: Sony Sideline Challenge

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The Sony Alpha6000 Cyber-shot camera performs as well as more expensive digital SLR cameras. So to prove this, Sony ran a competition via FCB New Zealand in conjunction with New Zealand's biggest national newspaper, inviting the public to use the A6000 to capture six of the biggest sporting events of the year during a single weekend. In Monday's edition, the six winners replaced all the professional photographers by taking over the sports section with their amateur action shots, every photo effectively an ad for the A6000 camera. This was a first in the paper's 150-year history and a powerful example of native advertising leading to a 240% increase in visits to the product's webpage and a 74% boost in market share.
Credits Other credits

Head of Craft: Nick Smith

Mac Operator/s: Bex Wells

Media Planner/Buyer: Sarah Bymolt, Duncan Timlin

Senior Digital Producer: Haydn Thomsen

Digital Designer: Liz Low

Digital Producer: James McMullan

Digital Campaign Manager: Lucy Leckie

APN Group Sales Manager: Nathan Laing

APN Marketing Manager: Nigel Grant

APN Senior Product Manager: Lisa Moore-Bocarro

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