Sony: Sideline Challenge

May 04, 2015Filed under Print and Electronics, Technology

The Sony Alpha6000 Cyber-shot camera performs as well as more expensive digital SLR cameras. So to prove this, Sony ran a competition 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.


Advertising Agency:Fcb Auckland, USA
Regional Executive Creative Director:James Mok
Executive Creative Directors:Tony Clewett, Regan Grafton
Creatives:Kevin Walker, Melina Fiolitakis
Head of Craft:Nick Smith
Designer:Mike Braid
Retoucher:Anton Mason
Mac Operator:Bex Wells
Group Account Director:Toby Sellers
Account Director:Michelle Koome
Media Planner:Sarah Bymolt, Duncan Timlin
Buyer:Sarah Bymolt, Duncan Timlin
Digital Director:Kate Grigg
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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