So, throwing out the old advertising rulebook that advises not to offend your audience, Sony Australia has produced a number of viral videos poking fun at the huge numbers of DSLR owners who don’t have a clue what they’re doing with the number of settings and features on their cameras – best stick it on auto. Hence the name ‘Sony DSLR Gear, No Idea”.
The purpose of this mockery is actually quite valid; why buy a DSLR when other camera on the market can give you the same results…and here is Sony’s opportunity to introduce you to its’ new range of NEX cameras. The clever little videos have categorised key traits in those that have all the gear but not idea: The Foreign Correspondent, Status Updater, The Flasher, Macro Freak, Lens Spotter, The Vidiot, F-Stop Fusspot and Sideline Hero. Feel free to cringe when you realise you’re one of them, I certainly did.
But yes, it’s an interesting marketing tactic no less. In short, ‘why are you being so stupid, buy this instead’. Samsung had a stab at the approach whist also taking a massive stab at iPhone users whist trying to promote the Samsung Galaxy II. Perhaps it would have worked a little better if the insults were directed to Apple themselves rather than the consumers. We’ll let you make up your own mind:
Tags: Apple. Samsung, Australia, DSLR, Galaxy, Galaxy II, iphone, marketing, Sony NEX, viral