Context: With ten different country brand managers involved, we needed to centralize their feedback to create an idea that worked across Latin America.
Insight/Idea: Shift communication of Cybershot’s Smile Shutter feature from one of passive functionality – capturing smiles – to one of active inspiration. “What triggers your smile shutter?”
Why This Case: Ability to centrally produce, package and locally distribute all marketing content for 19 countries.
Results: Cybershot maintained its #1 position, despite Samsung and Kodak launching new products at lower prices. Rise in top-of-mind awareness, relevance among young adults, and consumer’s willingness to recommend.