Doubling market share for Sony in Latin America.

As JVC and Phillips already dominated the handheld video camera market, Sony needed to increase revenue to offset the losses they would likely incur as they made the transition from an analog company to a digital one.

Significantly increase sales in Latin America for Sony Handycams. Increase top and bottom lines.

Conduct competitive product analysis in Mexico, Argentina and Colombia between Sony Handycams and competitors.

Create a consumer need for the differentiator in a relevant and engaging way.
Position Sony’s "Stamina" long-lasting battery as a "must have" for consumers.

Launch two humorous and compelling TV spots that feature the "Stamina" battery and other product attributes in a memorable way.

Support TV spots with print collateral and in-store POP.

Sony Handycam sales doubled in Argentina and tripled in Mexico. Sony also became the market leader in Argentina, surpassing top competitor JVC.
In addition, the “Matrimony” TV spot received honorable mention at Cannes and won Gold in the Ad Age International Advertising Effectiveness competition. It was also the only Sony spot created for the Latin America market ever deployed in Europe.