David Moore
Technology Consultant at Hintd.com
New York, United States
TitleBlue Print
Agency
Campaign Blue Print
Advertiser Canon Inc.
Brand Canon
PostedMay 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 campaign’s 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

- Print


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 photographer’s 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 Geographic’s “Through the Lens” about how wildlife photographers get their pictures and the UK’s Channel4’s “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 year’s 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 year’s 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 year’s 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 Print
Market Europe
Creative Director
Art Director
Copywriter

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