Submission for 2012 IAC Awards | |||||||||||||||||||||||||||||||||||||||||||||||
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抓周(pronounced as j-uar j-oh) | Village Trip | ||||||||||||||||||||||||||||||||||||||||||||||
Weddings | Outdoor Travels | ||||||||||||||||||||||||||||||||||||||||||||||
Audience and goal of advertisement / campaign (please limit to 250 words or less) | |||||||||||||||||||||||||||||||||||||||||||||||
The brief was to create an online advertising campaign to promote a new range of Sony Handycam with video projection function, targeting specifically to working adults with disposable income. The product's promotional caption "值得珍藏的第一次", which means "Treasured First-time moments", are to be encapsulated in the campaign videos. The approach to the campaign was derived from scenarios of heartwarming life events that are familiar with the Chinese audience. These scenarios connect the Chinese consumers to events that will probably happen once in their lifetime. As a campaign that is to run in a large country with many cultures and traditions, it was important that the events to be executed can be relatedto the Chinese audience at large. A shortlist of 4 events that would simulate these life events were selected.
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