STUDents(U) Plansbook

7/29/2019 STUDents(U) Plansbook

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CANON

BRAND

CAmpAigN


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WhATSCANON?

Teclent,CanonEuroesartofCanoninc.ofJaanaworld-leadnnnovatorandrovderofansolutons.

Canonoffersotoracequent,rnters,scannersandbnoculars,aswellasanadvancedraneofDtalCoactandSLRcaerasforconsuers(botrofessonalsandaateur).

Tecoanyalsoasabusnesstobusnessseent:CanonsBusnessSolutonsandCanonsindustralproductsBusnessUnt.TenaeCanonwasdervedfroKwanon,teBuddstgoddessofmercy.


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WhATSBEENDONE-CANON

1. You Can i the C Erpe rlatforandsdesnedtosuortteessenceofteCanonbrand.itebodesalltatsoodaboutourroductsandservces.

itsdesnedtonsreandencouraeourcustoerstoexloretercreatvtyandbeeoweredbyourtecnoloes. (sourcewww.canon-europe.com)

Launcedn2002,twascentraltoCanonsfrsteveran-Euroeanadvertsnrorae.SncetentasbecoeannteralartnCanonsadvertsn,sonsorsactvty,brocure,andackaedesn.

Wek pit:Youcansaconfraton,ssoetnassve,ecanccoeredtoSonysgoCreateforexelewcsrovocatveandasacalltoacton.

2. Tke re th pictre. Tke saconcettatCanonlauncedbnotexloretotsaxuotentadecdedtoudatetandcreatean

andacaanbasedontsdeaorenforaton,seeActureswtousandandonewordsconcet)

3. Ie aywhere wasntroducedatCanonstec

sowcaseCanonExo2005n reresentstecoanysabl

aborderlessenvronentofedevces,aesandnforateolelveandworktewayt

vrtuallyanyte,anywere. Wek pit:Anywerestand

otercoanes/roducts/sernotelnCanontostandou


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WhATSBEENDONE-CANON

5. Reie the pwer ie srosetoteworldandreresentterostonn(brnntepowe

tolfe).itstenewestofCanonsEstrateesandadbeenannounce10t2009.

4. We pek ie underlnestelevelofrofcencytatCanonaswentcoestoanytnrelatedtoae.

ForofferncontnutytoCanonscouncatonalcaans,weaveelaboratedanewconcetbasedontsonetatltsonceoreCanonsrofessonalsandelusersfeeleberofastronandassonatecounty.(fororenforaton,seeSeakCanonconcet)


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WhATSBEENNiKON(teanc

TeiaNkoncaan

sots,rntsandalsoonlneYouTube,FaceBook,Flckrblo).

Tedfferentsots/rntssterroducts,rovestatteveryneedyouaveandofacounty(becauseaNkon).


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DEFiNiNgThEpROBLEmCURRENTSiTUATiON(CANONANDCOmpETiTiON)

Pre t ve:

durnteastfewyears,Canoncanedterbrandstratey,ostonnandlatforsseveraltes,eneratndfferentessaessoeteswtnocontnuty.

also,altouteyseetoaveastronstrateybendandaclearvsonofwatteywantandwoteyare,Canonscouncaton(ncludnads)wasntconsstentenou.

anoterssuesreresentedbytecaanslauncedbytecoetton(esecallyNkonsiaNkoncaan).Canonastocreateandantanaclearstratey,aveawelldefnedostonnandsustanadurableadvertsncaan.


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TARgET

We ivie r tret it 3 iereteet:

a. PRofEssIonal sEgmEnT: exerenced assonate nvestnteequent otoraysaassonbutalsoterjob needrofessonalanddverseequent

b. amaTEuR sEgmEnT: takeotosnortantoentsofter

lfe

notsosklled dontusealltefeaturesofacaera teratttudescanbenfluencedby

advertsn;brandawarenessandtoofndarealsorelevanttobuyndecsonanddeendentonadvertsn

C. busInEss To busInEss sEgm frosallbusnessestocoro

evenovernents dfferentandcolexneeds(

rnts&racarts,reularornters,softwareandroraetc)

a 3 ri iiict ice t tht hve ieret ee veiprtt tht we cicte cwith ech the.


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WhATWENEEDTODO

avertii ojective ei iterti ie/ rcpi (t e eicte t ie prct t t theetire cpy / r) the jective we etihe reeer:

caneteconsuerercetontowardsteexerenceoftaknandaknctures,teowerofaeneneralandCanonsroductsnartcular

transtteneedofavnaoodcaeraandsettleCanonastefrstcocewensoeonestnknaboutbuynone

akeCanonusersfeelartofasecal,stronanddedcatedcounty


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BRANDSTRATEgY

postonnantanteReize the pwer Ieessae

Canonelseolereize the pwer iebybencreatve,connected,quetlyconfdentandbyseaknaetroucouncatons,roductsandexerencestatareanatve,knowledeable,assonateandloyal.

ADVERTiSiNgSTRATEgY

Weroose3dfferentconcetsallwtaersonal,eotonal

andassonatearoac.EacoftetrestocatureCanonsessenceandsnternatonallyvald.TeyalsocontnuetedrectontatCanonsrevousstrateesavesaed.


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CONCEpT1.ApiCTUREiSWORThONEThOUSANDAND onE WoRd

Watweean:

FACT:afaousquotesaysactureswortonetousandwords

pROBLEm:nowadays,teotoractecnoloyasadvancedsofartatcaerasfrotesaecateory(rce,tecncalfeatures)areveryucalke

SOLUTiON:tstruetatanaeexressesoretanwordscan,buttssalcabletoanyracreresentaton

ofteworld.Canonbrnstscoonexerencetotenextlevel,vntthe extr ee


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CONCEpT1.TVC1(30)

Arltresonanewdressnfrontofarror.gir: honey,doestsdressakeelookfat?Z t: acouleofnutesfastforwardednwcteantrestosowandexlansoetntoer,estculatnalot.(SFX:alotoftalkngonfastforward)Z-i:Terlfacnterror,erboyfrendbender,reflectedm:(catcnsbreat):No!Terlsles.Freeefrae.(SFX:camerashot)sper ( ):

ActureswortonetousandandONEWORDi


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CONCEpT2.TVC1(30)-Storyboard


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CONCEpT1.TVC2(30)

Acoulenarestaurant.Terlleansover.gir:Doyoulovee?Z t:acouleofnutesfastforwardednwcteantrestosowandexlansoetntoterl,estculatnalot.(SFX:alotoftalkngonfastforward)Z-i:tecoulefacneacoterm(catchnghsbreath):Yes!Terlsles.Freeefrae.(SFX:camerashot)sper ( ):

ActureswortonetousandandONEWORDi


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CONCEpT2.SpEAKCANON

Watweean:

FACT:wearealldfferent

pROBLEm:weoftenavetroublefndntertwordstoexressourselves,evennournatvelanuae

SOLUTiON:aesarewellknownasbennternatonallyreconableandeasytounderstand


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CONCEpT2.TVC(30)

Aanentersarestaurant,nTaland.Tewatercoestotaketeorder.

m: iwouldlkesomefresTewaterlooksatwtadubface.m: JevoudradesfrtesTedubexressonsstlltere.m (experte):patatasfrtas?!Fnallyteanssandakesawatsn.TenetakesoutsCanoncaeraandstartsbrowsnctures.SuddenlytewaterstartsnoddnalyandsaysMnfrng thxd,translatnwatteanssown.Fadetoblack.Tewaterandteansaknandsaly,aseextste

restaurant.sper Vo: DoyouseakCanon?


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CONCEpT2.TVC1(30)-Storyboard


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CONCEpT3.LiFEDESERVESACANON

Watweean:

FACT:tsnaturaltowantwatsbestforteonesyoucareabout,esecallywentcoestoaes,becauseotoscatureterlvesandyours

pROBLEm:tsacoonstaketotnkofacaeraasarelatvelynon-ortantaccessory,onlytorerettatsoeontnte

SOLUTiON:lovelfe,vetaCanon!


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CONCEpT3.TVC(30)

mic: ticinteror.Strsofsunsetlttroualfclosedblnds.

Anoldcoulesoe.Lotsofotorasnfraes,ontefurnture.Cutto:Anoldanslooknataoto,ontefrelace.heutsolassesandleansover,totakeabetterlook.hetentakestotototewndowandstrulestoseetedetals.Cuttohsfnercaressesteblurredfaceoftewoannteoldcture.hseyesarewdeoen,reflectntebarsofltadarkness.fe t ck.Ct t:Exteror.Sun.16footae,70sflran.Couleatacn

aclffannabovetesea.mVo: ifiweretolvetallagan,iwouldntchangeathngBeautful,lfesandheridjustbuyabettercamera.

sper: lie eerve C


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LiFEDESERVEBTLTsdeacaeoutforaBTcaneaslybeusedasavraOurlanstobuldabcatateerfectlyoneofCan

ofteuecaera,arealconnectedtotesootnWewanttoBuyedaandtolacetebrelcansfaoussquaresofteb

Ourdeastoakefrendsbcaera.Soewllstayandoneoftewlloanbutton.Afterabflasandteaewllbedrectly

dtalscreensfrotesqunRoana,nearteUnrCocorStorewcastefaadenEuroeCocorCcturewllreanterefotobeabletoflorcaturewtterowncaeras,


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LiFEDESERVEBTLForexale,pccadllyCrcSquarenLondon,UnrSqSquarenRoana).Teseustavebdtalscreewcwewllnstantlydsadewttebcaera.

ToaketevenorenterlvewebcasforoterstoreactontotsCanonactvalsorecordteroentsawebsteorYouTubecanabletovewteselvesafttewllsurelywanttoso

terctureasaearedpccadllyCrcusoranyotwtbdtaleda.


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mEDiAANDBUDgETTVChANNELSWORDWiDE

VIEWERs(000s) Rech(%) Tii 2011 freecy (per t

DscoveryTravel&Lvn 712 51 1stofJuly-1stofAuust 600

Euronews 690 29 2ndofJuly-1stofAuust 210

Nat.geo 570 42 3rdofJuly-1stofAuust 600

mTV 930 38 4tofJuly-1stofAuust 300

Eurosort 1230 39

TVChANNELSFORSpECiFiCCOUNTRiES

KanalD(Turkey) 193 40 4tofJuly-1stofAuust 120

mBC2(Duba) 122 33 5tofJuly-1stofAuust 120

TOTAL 1950

mAgAziNES

fREquEnCY Circ. Ct per it ( pe) bet ()

plusmaane pY 67160 1500 1,500,000.00

Cosooltan m 80,705 1650 2,475,000.00

ReadersDest m 1000000 1500 1,500,000.00

gQ m 107000 1500 1,500,000.00

Nat.geo 15py 1500 2,250,000.00

Togear m 134000 1600 2,400,000.00

CouterSweden 104pY 450000 1500 1,500,000.00

TOTAL 13,125,000.00

pERiOD:1stOFJULY-1stOFSEpTEmBER prcesaredenonatednpOUNDS,freeofVAT


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uit uit Ct

()

Tt Ct speciicti

PRoduC-

TIon

ONLiNE web-ste 2.00 15,000.00 30,000.00 web-stedesn,a

server,doan-fowttefveblo

actvtywtteu

OOh teuecaera 50.00 5,000.00 250,000.00

OOh rntstroutteanctes 0.00

TVSpOT teanTVsot 1.00 6,000.00 6,000.00

TVSpOT tetranslatonoftesots 70.00 150.00 10,500.00

FacebookAlcaton 1.00 5,000.00 5,000.00

ToTal 301,500.00

mEdIa OOh 50.00 5,000.00 250,000.00 terentforteub

OOh 500,000.00 rnts

TELEViSiON 1,650.00 4,467,000.00

pRiNT 6,000.00 13,125,000.00

ToTal mEdIa 18,342,000.00

OThERCOSTS 6.00 5,000.00 30,000.00 tcketsandocket

bloers

HR CREATiVE 80.00 70.00 5,600.00

ACCOUNTmANAgEmENT 150.00 50.00 7,500.00

COpYWRiTiNg 50.00 70.00 3,500.00

ToTal HR 16,600.00

AgENCYFEE 650,000.00

TOTALAgENCY 666,600.00

ToTal ValuE 19,340,100.00


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EVALUATiON

Forteoutdoorrntswewlluseanewontornsystewcusesrecordncaeraslocatedbendeacrnt.Tesecaerasdetecteacarofeyestatseeternts,avnacertanvsualanle.Tsway,terewllberecordedonlyteersonswoactuallylookatternt.

ForteTVstatonswewlluseteontornrovdedbyeacstaton,reardntenuberofvewersandtereacofteTVsots.

ForteFacebookalcatonswewllusetenstsoftefanaewcwewllcreate.

ForteBTLactonwttesxbloerswewllontortenuberofeolewoaccesstewebaesecallycreatedfortsrealty-sow.

ForteoterBTLacton,wtteuecaeralacednfaoussquares,wewlluseteontornsysteofeacdtaldslaytatwllbeusedtosowtecturestakenby

teassers-by. Atteendoftecaanwewllateralltenforaton

andwewllakeasurveynsuerarketsandsquarestofndoutwatsteeolesononaboutCanon.Tenwewllcoareteresultswtteresultsobtanednteastyears.


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EVALUATiON

Forteoutdoorrntswewlluseanewontornsystewcusesrecordncaeraslocatedbendeacrnt.Tesecaerasdetecteacarofeyestatseeternts,avnacertanvsualanle.Tsway,terewllberecorded

onlyteersonswoactuallylookatternt. ForteTVstatonswewlluseteontornrovdedby

eacstaton,reardntenuberofvewersandtereacofteTVsots.

ForteFacebookalcatonswewllusetenstsoftefanaewcwewllcreate.

ForteBTLactonwttesxbloerswewllontortenuberofeolewoaccesstewebaesecallycreatedfortsrealty-sow.

ForteoterBTLacton,wtteuecaeralacednfaoussquares,wewlluseteontornsysteofeac

dtaldslaytatwllbeusedtosowtecturestakenbyteassers-by. Atteendoftecaanwewllateralltenforaton

andwewllakeasurveynsuerarketsandsquarestofndoutwatsteeolesononaboutCanon.Tenwewllcoareteresultswtteresultsobtanednteastyears.

ACCOUNTS:Elenamate,Caelamoroanu

ARTS:Andrepascale,AndreNculescu

COpYWRiTER:AndreNebunou

pLANNER:georanaBulaea

COORDiNATOR:gabrelBranescu,Assocateprofessor

Documents

STUDents(U) Plansbook