Online campaign & communications
Sony Europe
Sony Handycam is the market leader for camcorders in Europe, creating innovative technologies and products. Sony asked Hugo & Cat to work with them to evolve and improve the online brand and user experience for Handycam.
With the camcorder market changing so rapidly, Sony wanted to create a range of communications to broaden its appeal and increase its market share. With new technologies such as hard disk camcorders and High Definition video, it was essential to help customers make informed choices when choosing its products.
The Handycam brand has traditionally been promoted by its technologies – superior lenses, advanced colour models and amazing recording times. We wanted the online communications to offer content that was accessible to a wider audience and that would broaden Handycam’s appeal. Rather than focusing solely on the technical capabilities of the products, we looked to explore the benefits of making Handycam a lifestyle accessory.
We have worked with Sony to evolve the online communications platform for both pre and post sales content, including product microsites, product articles, rich media banner campaigns, email relationship marketing, and search engine friendly content.
Recent highlights include a comprehensive microsite guide to Handycam formats, as well as integrated summer and winter campaigns with web banner advertising, a rich-media online game and microsites.
Our strategic approach has helped Sony to identify market opportunities and develop greater understanding of Handycam’s online positioning. We continue to work closely together to set goals that drive forward the online brand vision.