Have you ever paused to think what you actually cheer for when you “like” a photo on Facebook?
Sony, the Tokyo-based digital cameras manufacturer, has dreamed up an interactive campaign to address this prominent social “liking” phenomenon to back its new model A5100.
Jointly created by The Right Side and Secret Tour Hong Kong, the campaign – don’t just like my photos, say your thoughts – uses three influencers, including local singer Mandy Chiang, Sium, The Guardian-recommended Hong Kong instagrammer, and Soni, a guitarist of GDJYB, as ambassadors for three key OOH visuals taken by the camera.
Each visual shows a mobile number where people can call up and share their thoughts about the photos with Chiang, of course, in an audio recorder.
The idea is demonstrated by Chiang in a 30-second TV commercial where the local singer seeks reasons why people like some of her pictures on social media.
“Liking pictures on Facebook has become a social gesture of being polite. But photos are supposed to be a medium for photographers to communicate with audiences with their stories. It’s the origin of photography. So from the campaign, we wanted to create a social movement to remind people the meaning of taking pictures,” Miranda Shing, creative partner at The Right Side, told Marketing.
“Mandy Chiang is a popular singer who has a solid fan base on social media. We tried to trace the many likes on the pictures from her Facebook account and track down the reasons why the users cheer for her pictures, and put them in the TVC.”
The campaign has also received considerable support from YouTubers, online writers, KOLs, photographers and illustrators to help promote the idea on the digital front for the next three weeks, encouraging people not to like their pictures, but instead share their thoughts.
The campaign will run until mid-November.
Client: Sony Corporation of Hong Kong Limited
Creative agency: The Right Side, Secret Tour Hong Kong
ECD: Miranda Shing
Creative team: Tommy Cheung, Yammi Yeung, Chung Tsz Shun, Jennifer Yip, Chloe Ng, Jay Ng and Stephen Chung
Account servicing: Kennie Chung and Alice Lee
Media: Carat Hong Kong
TVC director: Bowie Yiu