[RMIT Challenge] Austrialia Canon Case Study

CASE STUDY3 April 2013

Tuesday, April 30, 13

AGENDA1. The brief

2. The strategy

3. The big idea

4. Creative implementation

5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


DEFINED PROBLEMS


DEFINED PROBLEMS

1. Entry-level was the critical battle ground, also Canon’s weakest ground


DEFINED PROBLEMS



DEFINED PROBLEMS


2. Premium prices, with no clear differentiation


DEFINED PROBLEMS



3. Nikon - closing the value share gap by lowering price - biggest THREAT!


DEFINED PROBLEMS




VS.


DEFINED PROBLEMS




VS.


DEFINED PROBLEMS




VS.

HISTORICAL DOMINANCE ON THE VERGE OF SLIPPING AWAY


OBJECTIVES


OBJECTIVES

Achieve 10% above category value growth over 2009


OBJECTIVES


Maintain number ONE market dominance by holding value share of at least 45%


OBJECTIVES



Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%(EOS: Electro-Optical System)


TARGET AUDIENCE


TARGET AUDIENCE

ENTRY LEVEL PHOTOGRAPHERS


TARGET AUDIENCE


SIMPLE AUTOMATICSWant better quality photos

DSLR too complexing and intimidating


TARGET AUDIENCE





TARGET AUDIENCE




CONSIDERED CREATIVESMore creative with photography

Get involved with increased complexity


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


UNTAPPED INSIGHT


UNTAPPED INSIGHT


UNTAPPED INSIGHT


UNTAPPED INSIGHT


GREAT PHOTOGRAPHY IS NOT ABOUT TECHNOLOGY, IT IS ABOUT INSPIRATION

UNTAPPED INSIGHT


PROPOSITION


PROPOSITION

TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS


PROPOSITION


Learn:To provide fun and simple

ways to inspire and learn how to take photos


PROPOSITION


Challenge:Motivate in ways that involve,

are easy, and improve skills




PROPOSITION


Exhibit:Create an environment and

community where people can show and share photos

Challenge:Motivate in ways that involve,

are easy, and improve skills




AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results




A growing chain of photos, where each shot, inspires the next.





PEOPLE AS KEY MEDIA


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


TVC


TVC


OFFICIAL WEBSITE

http://www.canon.com.au/worldofeos/photochains/home/




OFFICIAL WEBSITE





OFFICIAL WEBSITE





OFFICIAL WEBSITE





OFFICIAL WEBSITE





OFFICIAL WEBSITE





OUTDOOR


OUTDOOR


OUTDOOR


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


AGENDA1. The brief

2. The strategy

3. The big idea


5. Results


above category value growth over 200910%

OBJECTIVES 1


above category value growth over 2009

OBJECTIVES 1


above category value growth over 200922%

OBJECTIVES 1


OBJECTIVES 2



OBJECTIVES 2



OBJECTIVES 2


Canon and category DSLR Average Selling Price in 2009, Source: GFK Sales Data


OBJECTIVES 3

Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%


OBJECTIVES 3

45%


KEY FIGURES


KEY FIGURES

• 20,000 photos uploaded from AUS and NZ


KEY FIGURES

• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public


KEY FIGURES

• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands


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


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


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


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


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


COMMERCIAL RESULTS

BUDGET: $AU 2 - 5 million


COMMERCIAL RESULTS

BUDGET: $AU 2 - 5 million

RETURN ON INVESTMENT: $AU 3.89 for $AU 1 spent


THANK YOU!


Education

[RMIT Challenge] Austrialia Canon Case Study