Sony Australia gently mocks clueless DSLR users in viral campaign

"People who are looking to switch up from a point-and-shoot camera have really only got one option if they want professional quality photographs, which is to move up to a DSLR," explained Havas Sydney ECD Steve Coll in an interview with Campaign Asia-Pacific. "Sony's NEX camera fills this gap, and we wanted to highlight it."

Coll acknowledged that the idea might be polarising, and that it was a topic of concern when it was pitched to the Sony Marketing team. "But ultimately it's based on insight and we wanted to arrest users."

The team took the idea to the streets to test out, said Coll. "We went to high tourist areas in Sydney and we talked to DSLR users," he said/ "We found most of them have the camera on auto. We asked them how much they knew about using it, we asked them why they bought it in the first place. They all said the same thing: for pro quality shots."

The first stage of the campaign centres around a video montage, produced by Photoplay, to 'out' those with DSLR gear who don't know the first thing about using a complex and professional camera system. The scenes highlight and poke fun at  DSLR users including ‘Macro Freaks’, ‘Flasher’, ‘Foreign Correspondent’,  ‘Lens Spotters’, ‘F-Stop Fusspots’, ‘Sideline Heroes’. ‘Vidiots’ and ‘Status Updaters’.

It's important to note, however, that Sony has no intention of stopping professional users from buying DSLRs—only those who want the quality without having to be experts, said Coll. 

"It can take two years to learn how to fully use your DSLR camera, and you don't want to do that unless it's a passion," said Coll. "We're pointing out that if you don't want to take classes and you're not doing it for a living, you don't want to buy a DSLR."

Although it's a local campaign, the videos have gone global. Launched just over a day ago, the YouTube vidoes have already drawn more than 1.2 million views. "Traffic through to the Sony NEX product site has more than tripled, and over 70 per cent of viewers are watching the full 90 seconds," said Coll. 

This phase of the campaign, he continued, is aimed at "arresting purchase". To make those who think they have to buy a DSLR stop and evaluate their options. 

“Through the ‘DSLR quality without the difficulty’ campaign, we want to create awareness amongst consumers that there are alternative cameras available for non-professionals who want to take better photos as part of their leisure and social activities," said Di Shepherd, Marketing Manager of Digital Imaging, Sony Australia, in a statement. 

Next week, the second phase of the campaign, in which professional photographer Gary Heery interviews everyday DSLR users, will be released. 

"This phase is about delivering solutions," said Coll. 

The campaign also involves an extensive media schedule that includes out of home media, retail, experiential, digital and radio.

CREDITS         

Creative Agency: Havas Worldwide Sydney
Executive Creative Director: Steve Coll
Digital Creative Director: Jay Morgan
Creative: Chris Johnson & Paris Giannakis
Senior Account Director: Alice Harrington
Senior Account Manager: Siobhain Hayes
Agency Producer: Ros Payne
Production company: Photoplay
Director: Scott Otto Anderson
Producer: Florence Tourbier
Media Agency: OMG
Strategy Agency: Naked Communications
Public Relations: Hausmann Communications