Sony Cyber-shot and Handycam Online Advertising
Challenge
Beginning in 2007, Sony Electronics recognized that many of their product categories shared similar technical innovations that could be communicated under the auspices of a unified ad campaign. Sony’s traditional-medium agency partners would develop the overarching concept, but it would require specialty agencies such as IDEA II to deploy the campaign in their specific areas of expertise.
Solution
IDEA II produced highly-integrated and effective online banners (both Flash and RichMedia) that supported the Digital Imaging (Cyber-shot and Handycam) brand ad campaign. Our approach, particularly with RichMedia, allowed Sony to further extend the reach and frequency of their TV creative.