Title | Blue Print |
Agency | MEC Germany |
Campaign | Blue Print |
Advertiser | Canon Inc. |
Brand | Canon |
Posted | May 2005 |
Product | EOS 300D |
Business Sector | Cameras & Video Cameras |
Philosophy | CREATIVE STRATEGY The campaign - The SHOT - focused on the photograph as the "hero", withthe photographers describing how they captured the images. The target audience is typically always looking for ways to improve its abilities via enhanced equipment and professional coaching, and the campaign captured both of these elements. The subject of the hero label varied from the photo to the photographer in the five different mini films produced for broadcast, extending the campaigns appeal to professionals, an important but secondary influencer audience. OTHER COMMUNICATIONS PROGRAMMES A two day launch event targeting specialist print journalists preceded the launch of the campaign. After the initial October 2003 reviews had appeared in the specialist magazines the November and December issues carried a mixture of colour DPS and colour gatefold executions. MEDIA - Broadcast MARKETS Pan European Media Markets: Discovery Channel, Euro News, Eurosport, National Geographic, CNN, BBC World TOTAL MARKETING EXPENDITURE From 5 to 10 million. MEDIA STRATEGY The target audience proved to have twice the propensity to view Pan-regional TV as the normal technology purchaser audience. A unique package was created, consisting of five x 60 second films on six major Pan-regional TV channels and a series of programme sponsorships on the National Geographic channel and four terrestrial services. The films followed the creation of five famous photographs from the photographers perspective and broadcast more than 700 times between October and year end. Uniquely, Canon was the first advertiser to be able to use all its films across multiple channels. The sponsorships linked into strong and relevant broadcast properties such as National Geographics Through the Lens about how wildlife photographers get their pictures and the UKs Channel4s Fashion Rocks, a televised fashion event with top designers, fashion models and headline bands. |
Problem | SUMMARY With the launch of the EOS300D, a new Digital Single Lens Reflex (SLR) camera, Canon took professional technology and made it available to a wider audience. The aim was to double category sales in the first year. A campaign combining programme content and programme sponsorships was launched across six major Pan-regional broadcasters and several terrestrial broadcasters. The campaign targeted keen amateur photographers, and proved a great success. Canon sold its first years allocation and doubled the market size within four months of launch. CAMPAIGN OBJECTIVES - Sell 120,000 units, at 1,200 each, in its first year; or more than twice the previous years total Digital SLR sales. TARGET AUDIENCE - Hard core and emerging photo enthusiasts, rather than the photo professional or the novice. CAMPAIGN PERIOD October 2003 to December 2003 |
Result | - Canon sold the first years stock in the retail segment by the beginning of December 2003. That equates more than 120,000 units in four months, representing more that three times the expected effectiveness. - Additionally, purchasers spent an additional 400 on lenses and other EOS SLR accessories, generating extra sales of 48 million, based on 12,000 units sold by December 2003. |
Media Type | |
Market | Europe |
Creative Director | David Moore |
Art Director | richard berney |
Copywriter | Anthony Underhill |