CASE STUDY3 April 2013
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
DEFINED PROBLEMS
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
Tuesday, April 30, 13
DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
HISTORICAL DOMINANCE ON THE VERGE OF SLIPPING AWAY
Tuesday, April 30, 13
OBJECTIVES
Tuesday, April 30, 13
OBJECTIVES
Achieve 10% above category value growth over 2009
Tuesday, April 30, 13
OBJECTIVES
Achieve 10% above category value growth over 2009
Maintain number ONE market dominance by holding value share of at least 45%
Tuesday, April 30, 13
OBJECTIVES
Achieve 10% above category value growth over 2009
Maintain number ONE market dominance by holding value share of at least 45%
Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%(EOS: Electro-Optical System)
Tuesday, April 30, 13
TARGET AUDIENCE
Tuesday, April 30, 13
TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
Tuesday, April 30, 13
TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICSWant better quality photos
DSLR too complexing and intimidating
Tuesday, April 30, 13
TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICSWant better quality photos
DSLR too complexing and intimidating
Tuesday, April 30, 13
TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICSWant better quality photos
DSLR too complexing and intimidating
CONSIDERED CREATIVESMore creative with photography
Get involved with increased complexity
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
UNTAPPED INSIGHT
Tuesday, April 30, 13
UNTAPPED INSIGHT
Tuesday, April 30, 13
UNTAPPED INSIGHT
Tuesday, April 30, 13
UNTAPPED INSIGHT
Tuesday, April 30, 13
GREAT PHOTOGRAPHY IS NOT ABOUT TECHNOLOGY, IT IS ABOUT INSPIRATION
UNTAPPED INSIGHT
Tuesday, April 30, 13
PROPOSITION
Tuesday, April 30, 13
PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS
Tuesday, April 30, 13
PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS
Learn:To provide fun and simple
ways to inspire and learn how to take photos
Tuesday, April 30, 13
PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS
Challenge:Motivate in ways that involve,
are easy, and improve skills
Learn:To provide fun and simple
ways to inspire and learn how to take photos
Tuesday, April 30, 13
PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS
Exhibit:Create an environment and
community where people can show and share photos
Challenge:Motivate in ways that involve,
are easy, and improve skills
Learn:To provide fun and simple
ways to inspire and learn how to take photos
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
Tuesday, April 30, 13
Tuesday, April 30, 13
A growing chain of photos, where each shot, inspires the next.
Tuesday, April 30, 13
Tuesday, April 30, 13
Tuesday, April 30, 13
Tuesday, April 30, 13
PEOPLE AS KEY MEDIA
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
TVC
Tuesday, April 30, 13
TVC
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
Tuesday, April 30, 13
OUTDOOR
Tuesday, April 30, 13
OUTDOOR
Tuesday, April 30, 13
OUTDOOR
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
above category value growth over 200910%
OBJECTIVES 1
Tuesday, April 30, 13
above category value growth over 2009
OBJECTIVES 1
Tuesday, April 30, 13
above category value growth over 200922%
OBJECTIVES 1
Tuesday, April 30, 13
OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
Tuesday, April 30, 13
OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
Tuesday, April 30, 13
OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
Canon and category DSLR Average Selling Price in 2009, Source: GFK Sales Data
Tuesday, April 30, 13
OBJECTIVES 3
Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%
Tuesday, April 30, 13
OBJECTIVES 3
45%
Tuesday, April 30, 13
KEY FIGURES
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands• 50% of Photochain images from DSC cameras
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands• 50% of Photochain images from DSC cameras • 1.2 million page views, 2 million image views
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands• 50% of Photochain images from DSC cameras • 1.2 million page views, 2 million image views• 62,450 unique visitors went to the site
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands• 50% of Photochain images from DSC cameras • 1.2 million page views, 2 million image views• 62,450 unique visitors went to the site• Average 12 minutes spent on site
Tuesday, April 30, 13
KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands• 50% of Photochain images from DSC cameras • 1.2 million page views, 2 million image views• 62,450 unique visitors went to the site• Average 12 minutes spent on site• 19,000 people joined Canon EOS site
Tuesday, April 30, 13
COMMERCIAL RESULTS
BUDGET: $AU 2 - 5 million
Tuesday, April 30, 13
COMMERCIAL RESULTS
BUDGET: $AU 2 - 5 million
RETURN ON INVESTMENT: $AU 3.89 for $AU 1 spent
Tuesday, April 30, 13
THANK YOU!
Tuesday, April 30, 13