HOW DO WE HELP CANON FACILITATE PRODUCT UNDERSTANDING FOR THE LAUNCH OF THE NEW CANON POWERSHOT N?
For the PowerShot N’s target audience, “pictures are their proof” and being creative with them is imperative to keeping their peers interested in what they are doing. However, this very same audience is getting in a creative rut with their photos – shooting from the same angle and then publishing them with the same filters and same crops. It became clear that same same photos were becoming a problem. But the good news was that the Canon PowerShot N is a creative enabler that facilitates people shooting out of the box.
Dentsu Möbius launched an integrated campaign to ignite a crusade against same same photography and ultimately encourage people to “Get A Grip” on their photos. The campaign leveraged influencers, mobile and desktop banners, a niche magazine sponsorship, offline activation, a OOH poster, as well as giveaways to drive people to an immersive experience online. The website, which used Facebook Connect, not only started to build the community of interested buyers, but also simulated how the Creative Shot Mode on the camera could help them to spice up their photos.
Canon understands the value of consumer-centric creative and the role of digital in its larger marketing communications. Thus, it was a great opportunity for Dentsu Möbius to drive the creative story about the role the product plays in people’s life, instead of specific product features. In the first 5 weeks, over 2,000 people in Singapore pledged to be part of the Get A Grip movement.