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αNEX Introduction Campaign Focus Your Love

(Sony Marketing Inc.)
The market introduction campaign for the mirrorless digital SLR αNEX camera suggested that the single lens camera could “hide the background to deepen love”. The campaign included a TV commercial featuring actors Keiko Kitagawa and Tadanobu Asano, graphics, short movies, a web site that simulated the camera’s background defocusing function, a handmade “Love Zine” photo book, and the “α for you” fashion shoot that coordinated the cameras with models’ outfits. We also produced a music video for the commercial’s theme song, JUJU’s “Hello Again”, which told the story of a man photographing his beloved wife. The highly successful campaign propelled the αNEX, Sony’s first digital SLR camera, to hold the top market share in its class and become one of the three biggest digital camera makers.
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