| Title | Food |
| Agency | Cayenne Communications |
| Campaign | It's Playtime - Canon |
| Advertiser | Canon Inc. |
| Brand | Canon |
| Posted | July 2006 |
| Product | EOS 350D |
| Business Sector | Cameras & Video Cameras |
| Story | SUMMARY How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon's EOS 350D, a digital Single-Lens-Reflex camera (SLR) and the 'It's Playtime' campaign were the answer. Volume sales grew by 136%, exceeding the target by 43% and the sales ratio of Canon cameras to its main competitor, Nikon, grew by 21%. Canon made digital photography more appealing with one quarter of all camera buyers being new to SLR photography. The EOS 350D became the best selling digital SLR camera in Canon's history. |
| Media Type | |
| Creative Director | David Moore |
| Art Director | richard berney |
| Account Manager | Paula Ferrai |
| Advertiser's Supervisor | Tobias Engel |
| Photographer | Henrik Knudsen |
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