Sony Launches Its Latest Digital Camera Campaign, The “7 Picture Effects Challenge”

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Sony today unveils the “7 Picture Effects Challenge with the new Cyber-shot TX55 digital camera”, a marketing campaign introducing “Picture Effects” – a fun and easy way to enhance one’s captured expressions and photography through TX55’s in-built features. A brand-new experience, the feature is now also available as a Facebook app, open to anyone who wishes to explore their imagination.

7 Picture Effects Challenge

7 Picture Effects Challenge

“Picture Effects” – a fun and easy way to enhance one’s captured expressions and photography through TX55’s in-built features

Supported by an integrated digital marketing campaign featuring exclusive video, online and social media content; the Cyber-shot TX55’s launch highlights its profile as the world’s slimmest* compact digital camera at just 12.2mm thin, as well as its range of diverse functions such as the unique “Picture Effects” feature.

At the heart of the campaign is the “7 Picture Effects Challenge” Facebook application, which not only just provides a quick introduction of the exciting new feature, but also showcases how easily accessible it is to anyone. Digital Photos can be instantly uploaded from one’s computer or your Facebook albums, allowing for creative enhancement of your most precious memories with just a few simple clicks.

Kicking off with a 3-minute video profiling the creative journey of the brilliant minds behind the trendy handbag label “BOYY” – the “7 Picture Effects Challenge” campaign will showcase how this digital camera’s 7 cool picture effects similarly inspires and fosters a sense of ingenious creativity.

The Challenge
From now until 18 January 2012, participation in the challenge is open to anyone who simply creates an imaginative work of art with Picture Effects through the Facebook app, shares the app with 7 friends, and garners 7 for the entry. All entries will then be entered for a chance to win a Cyber-shot TX55 digital camera and an exquisite BOYY bag (total worth of up to SGD $1,500), with the winner selected by Sony based on the relevance of the photo to the type of picture effects applied, and the accompanying caption submitted.

The campaign will be rolled out in Singapore and Thailand, where it will be promoted via traditional, web, and viral marketing elements across a wide range of digital platforms; as well as display ads on a variety of popular portals such as Yahoo!, MSN and Sanook.

Developed by Inet Channel Co., Ltd, more information about the “7 Picture Effects Challenge” can be found on, and Sony’s Facebook pages at and


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Sylvia Chim
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