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The Shot

basics
Industry: Electronics & Audio-Visual
Media:TV & Cinema
Published:2003
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
Description / Synopsis


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.

Context


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

Philosophy/Solution


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.

Results


- 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.
credit
Brand:
Agency:
Creative Director:
Producer:
Director:
Director of Photography:
Other credit:Head of Production Mac Mackenzie
Actor / Celebrity Steve Bloom
awards
EACA Euro Effies 2004
Silver
Durables
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