Sanyo

Sanyo, one of the world's leading electronics manufacturers, created a new camera category that combines a high-quality video recorder and digital camera into one easy-to-use device. Sanyo retained Formula to create a campaign that would introduce consumers to the Sanyo Xacti C5 and follow-up Xacti E1, a new waterproof digital camera.

Challenges:

• Introduce the new C5, a unique merger of two products, to tech-savvy consumers who are generally skeptical of all-things-in-one products
• Create a splash for the E1 among general consumers in the very competitive waterproof camera space
• Differentiate the Xacti line from other well-established brands

Strategy:

• To introduce the C5 camera, create the "Sanyo Picsters" street team. Consisting of two staffers dressed in Sanyo branded gear, the promotion team would visit Apple and Sharper Image stores throughout Northern California and Seattle
• Train "Sanyo Picsters" to demonstrate the multi-faceted functions of the video and still image capabilities of the Xacti, thus enhancing the sales staff's capabilities onsite at retail locations and increasing sales in stores
• Create a campaign designed to promote the waterproof E1 camera at the top 12 most-populated U.S. water parks during the summer months of May - July
• Have bathing-suit clad street teams outfitted with Sanyo fanny packs demonstrate the waterproof capabilities of the E1 while also distributing Sanyo branded packets of sunscreen

Results:

• The "Sanyo Picsters" demonstrated the Xacti C5's functions to more than 500,000 consumers throughout San Francisco and Seattle, enhancing brand recognition and driving sales in these key markets
• Formula created promotional partnerships with two regional water parks for the Sanyo E1 launch. In exchange for cameras donated for promotional giveaways, the parks displayed signage and aired daily announcements promoting the camera demonstrations
• Street teamers conducted camera demos to more than 15,000 potential consumers and distributed 30,000+ Sanyo-branded sunscreen packets at the water parks

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