The APG Creative Strategy Awards Shortlist 2009: Sony Net-Share Cam

Planned by: Aisea Laungaue
Agency: Saatchi & Saatchi, Sydney
Brand: Sony Net-Share Cam
Campaign: Don't keep life to yourself


It could have been really easy to be blinded by the product name and do a pedestrian campaign about sharing stuff on the internet. This temptation would have probably become even more acute when the key product benefit of being able to shoot video quickly and easily and share it online, was established with consumers.

But resist they did, and created an engaging story about what happens when you merge "civilians" with creatives and research with planning.

The shortlisters liked the notion of making Sony "internet famous" among a generation weaned on Apple. They also liked the way research became an active ingredient in the development of the idea and in its propagation. Using YouTube as a demonstration and briefing channel for internal audiences and store managers is such a simple idea, you have to wonder why it hasn't become the cross-industry default.

This is a thought-provoking piece about the smart use of social media channels. It documents the journey from user-generated bolt-on to campaign home, where context and open source behaviour matter as much as content and creative idea.