Taking on the market leaders

How do you break through in a market with high brand loyalty?

This was the challenge for Sony’s Alpha DSLR cameras. We decided to appeal to advanced photo enthusiasts looking for their first ‘serious’ camera. Our POS material was a true eye-catcher on the shop floor, promising consumers a free pro-level photography workshop.

The successful campaign gave Alpha cameras some well deserved ‘cred’ among serious photographers, placing them alongside the established competition and presenting Sony as a force to be reckoned with.