In an effort to offset the financial investment for R&D as well as market share erosion that was present due to significant competition in Sony’s core market, Daniels and Roberts (while Agency of Record for Latin America) was engaged to research, submit strategies and deploy a pan regional effort in Latin America.
Competitive analysis in Mexico, Argentina and Colombia disclosed opportunities for our Handycam product. Market penetration was adequate to indicate awareness, JVC and Phillips already dominated the handheld video camera market but do to unique product advances opportunities existed. Daniels and Roberts positioned Sony’s “Stamina” long-lasting battery as a “must have” for consumers by launching whimsical, compelling and educational TV spots that featured the “Stamina” battery and other product attributes in a memorable way. Creative testing illustrated high levels of brand and product recall. Specific objectives included: (a)significantly increased sales in Latin America for Sony Handycams, (b) increased sales, (c) developed a a sustainable competitive advantage between Sony Handycam and its competitors (d) created a consumer need for a differentiator in a relevant and engaging way.
TV spots were heavily supported by print advertising, innovative collateral, in-store POP and channel marketing initiatives that included promotional programs and incentives.
Sony Handycam consumer awareness and sales increased dramatically in all markets. Sony Handycam saw an almost 200% increase in sales in Argentina and 100% in Mexico. Sony also became the market leader in Argentina, surpassing top competitor Phillips. In addition, the Daniels and Roberts “Stamina” campaign.