Sony Camcorders: Winning a technological format war by ignoring the format - IPA Effectiveness Awards Case Study 1992

Brief Description: An overview of the importance of camcorder market between 1989 and 1991, looking at how a successful advertising strategy was developed. Advertising made a fourfold contribution to Sony's camcorder success, more than paying for itself and generating a significant sales increase. Campaign was able to secure the brand as market leader. ;---(TAGS)--- Full Title: How advertising helped Sony win a technological format war by ignoring the format ; Number: 1992/301 ; Brand Name: Sony Camcorders ; Client: Sony ; IPA_ProductCoding: Photographic (Cameras/camcorders etc.) ; Agency: BBH ; Author: Charles Vallance ;