Our research showed that trade press was read during short breaks in busy work schedules. The window of opportunity to engage our target was limited. OMD proposed impactful formats that cut through the clichéd product shot, text heavy ads from competitors. Working closely with client and creative agency, three consecutive strip formats followed by a full page ad was developed. The strapline being “You can’t hurry perfection but you can speed up its delivery”.

Excellent results were delivered. Prompted awareness of XDCAM at IBC 2004 increased to 73% versus 34% in 2003. Sales targets were exceeded by 26%. The campaign received two internal Sony Awards from Japan, a Company Activity Award and a Special Recognition Award.