Campanie
JM
At the end of 2014, Canon launched Canon Come and See campaign all over the world - a new positioning, with a rebuilt strategy behind.
The new Come and See concept reveals unusual and fascinating real-word stories and how consumers are changing the way they take and share photos - stories that emerge in everyday life and have an impact on how we perceive the power of the images around.
In the context of the new positioning, the agency assignment was to develop a local awareness campaign in order to communicate the new positioning, focusing on the meaning behind the Come and See concept and the real impact of the images in our daily lives.
The new Come and See concept reveals unusual and fascinating real-word stories and how consumers are changing the way they take and share photos - stories that emerge in everyday life and have an impact on how we perceive the power of the images around.
In the context of the new positioning, the agency assignment was to develop a local awareness campaign in order to communicate the new positioning, focusing on the meaning behind the Come and See concept and the real impact of the images in our daily lives.
General Information:
Strategy:
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Based on the premises that the global campaign had behind the stories of The Calcio Storico (the famous Roman football game revival - http://en.wikipedia.org/wiki/Calcio_Fiorentino), the local campaign should have been bold, interesting and impactful as well. HOW DID WE DO THIS? For the first time, our strategic approach was to take advantage of the power of the stories in communication but, more than that, to move one step further, focusing on STORYTELLING THROUGH PHOTOGRAPHY (because Canon is an imaging company and communicates by means of the power of the images). Thus, we invited our Canon fans to discover and capture new and fascinating stories from all over Romania, revealing unusual, thrilling opportunities that the world offers to us if we are willing to explore a little further, go round a different corner, go left when we usually go right. REASON WHY: Canon is a brand which offers more than the tools for photography, the inspiration to uncover moments and experiences along the way (this way, we don’t communicate the products, but show scenes with huge potential for a photographer, reveal the emotional impact behind a photographer, creating memorable and long-lasting photophiles, an imaging experience of a generation for the future generations). CREATIVE IDEA: “I know a story – Stiu o poveste” campaign, the local approach of Come and See new concept. The main purpose of the local campaign was to communicate the new Come and see concept and, more than that, to inspire the Romanians to go and discover real-life captivating stories from all over the country and to capture them through text, videos or photos. TARGETED AUDIENCE: The concept allowed us to enlarge our targeted audience and to reach a wide variety of influencers, from different areas of interest (travel, fashion, lifestyle, go out, entertainment, sport, media & advertising, art, IT&C, phtography, etc) – because anyone can become a part of Canon community, we are all passionate about the world around us and we want to capture it in our own, personal way. The campaign objectives had been clearly defined from the beginning – a powerful awareness campaign, with a strong digital component, whose purpose was to communicate the new positioning of Canon in Romania and the concept behind: - Campaign overall expected results: print & online articles’ reach - 200.000, newsletters reach - 100.000 - SM overall results: Facebook (800.000 updates reach, 6000 new fans on the page, 8.000 update likes, 300 new comments, 100 shares), YouTube videos (50.000 views) - Event results: 100 relevant influencers present to the event, 40 articles post-event, 50 SM updates - Special OOH communication project: 3.500.000 people targeted |
Execution:
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