DSLR Gear No Idea
December 2012 - January 2013 first runner up: DSLR Gear No Idea
Creative Agency: Havas Worldwide SYD
With millions of amateurs upgrading to a professional DSLR hoping for better photos even though they don't know how to use it, Havas Worldwide Sydney wanted to convince those searching for a camera that the small Sony NEX was a better choice.
So, to sow a seed of doubt for anyone researching a DSLR, they used viral film, pre-rolls, tactical search and display media to deliver a simple truth: only an idiot spends thousands on a camera they can't use properly. The humoristic short films depicted clueless DSLR users and invited them to see first-hand that the Sony NEX camera takes out the hassle of carrying a lot of gear but takes pictures as good as the ones from their bulky DSLRs.
The campaign achieved great results: sales for Sony NEX tripled within four weeks of launch, the video was viewed 3.4 million times (1.6 million the first four days), mentioned in 128 blogs in 16 countries and shared 268,000 times on Facebook.