CANON BRAND Campaign

A PRESENTATION BY StuDents(u) National School of Political and Administrative Studies Faculty of Communication and Public Relations Bucharest, Romania

Whats Canon?
The client, Canon Europe is part of Canon Inc. of Japan a worldleading innovator and provider of imaging solutions. Canon offers photographic equipment, printers, scanners and binoculars, as well as an advanced range of Digital Compact and SLR cameras for consumers (both professionals and amateur). The company also has a business to business segment: Canons Business Solutions and Canons Industrial Products Business Unit. The name Canon was derived from Kwanon, the Buddhist Goddess of Mercy.

Whats been done - Canon

1. You Can is the Canon Europe brand platform and is designed to support the essence of the Canon brand. It embodies all that is good about our products and services. It is designed to inspire and encourage our customers to explore their creativity and be empowered by our technologies. (source www.canon-europe.com) Launched in 2002, it was central to Canons first ever pan-European advertising programme. Since then it has become an integral part in Canons advertising, sponsorship activity, brochure, and package design. Weak point: You can is a confirmation, is something passive, mecanic compered to Sonys Go Create for exemple which is provocative and has a call to action. 2. Take more than pictures. Take stories. is a concept that Canon launched but did not explore to its maximum potential so we decided to update it and create a new concept and a campaign based on this idea. (for more information, see A picture is worth one thousand and one words concept) 3. Image Anywhere was introduced at Canons technology showcase Canon Expo 2005 in New York represents the companys ability to create a borderless environment of people, devices, images and information that lets people live and work the way they want, virtually anytime, anywhere. Weak point: Anywhere stands for a lot of other companies/products/services and is not helping Canon to stand out.

Whats been done - Canon

4. We speak image underlines the level of proficiency that Canon has when it comes to anything related to image. For offering continuity to Canons communicational campaigns, we have elaborated a new concept based on this one that highlights once more Canons professionalism and help users feel member of a strong and passionate community. (for more information, see Speak Canon concept) 5. Realise the power of image is Canons promise to the world and represents also their positioning (bringing the Power of Image to life). It is the newest of Canons European strategies and had been announced in June 10th 2009.

Whats been done Nikon (the main competitor)

The I am Nikon campaign has several TV spots, prints and also online presence (on YouTube, FaceBook, Flickr and a dedicated blog). The different spots/prints show the versatility of their products, proves that there is a Nikon for every need you have and make you feel part of a community (because a lot of people are Nikon).

Defining the problem current situation (Canon and competition)

Problems to solve: during the past few years, Canon changed their brand strategy, positioning and platforms several times, generating different messages sometimes with no continuity. also, although they seem to have a strong strategy behind and a clear vision of what they want and who they are, Canons communication (including ads) wasnt consistent enough. another issue is represented by the campaigns launched by the competition (especially Nikons I am Nikon campaign). Canon has to create and maintain a clear strategy, have a well defined positioning and sustain a durable advertising campaign.

Target
We divided our target into 3 different segments: a. Professional segment: experienced passionate invest in the equipment photography is a passion but also their job need professional and diverse equipment b. Amateur segment: take photos in important moments of their life not so skilled dont use all the features of a camera their attitudes can be influenced by advertising; brand awareness and top of mind are also relevant to buying decision and dependent on advertising c. Business to Business segment: from small businesses to corporate and even governments different and complex needs (production prints & graphic arts, regular office printers, software and programs, lens, ink etc) All 3 bring significant income to the company but have different needs and values so its important that we communicate correctly with each of them.

What we need to do
Advertising Objectives being an international image/ brand campaign (not one dedicated to a single product but to the entire company / brand) the objectives we established are general: change the consumer perception towards the experience of taking and making pictures, the power of image in general and Canons products in particular transmit the need of having a good camera and settle Canon as the first choice when someone is thinking about buying one make Canon users feel part of a special, strong and dedicated community

Brand strategy
Positioning maintain the Realize the power of Image message Canon helps people realize the power of image by being creative, connected, quietly confident and by speaking image through communications, products and experiences that are imaginative, knowledgeable, passionate and loyal.

Advertising strategy
We propose 3 different concepts all with a personal, emotional and passionate approach. Each of them tries to capture Canons essence and is internationally valid. They also continue the direction that Canons previous strategies have shaped.

Concept 1. A picture is worth one thousand and one word

What we mean: Fact: a famous quote says a picture is worth one thousand words Problem: nowadays, the photographic technology has advanced so far that cameras from the same category (price, technical features) are very much alike Solution: it is true that an image expresses more than words can, but this is applicable to any graphic representation of the world. Canon brings this common experience to the next level, giving it the extra edge

Concept 1. TVC 1 (30)

A girl tries on a new dress in front of a mirror. Girl: Honey, does this dress make me look fat? Zoom out: a couple of minutes fast forwarded in which the man tries to show and explain something to her, gesticulating a lot. (SFX: a lot of talking on fast forward) Zoom-in: The girl facing the mirror, her boyfriend behind her, reflected Man: (catching his breath): No! The girl smiles. Freeze frame. (SFX: camera shot) Super (slogan and logo): A picture is worth one thousand and ONE WORD I

Concept 2. TVC 1 (30) - storyboard

Concept 1. TVC 2 (30)

A couple in a restaurant. The girl leans over. Girl: Do you love me? Zoom out: a couple of minutes fast forwarded in which the man tries to show and explain something to the girl, gesticulating a lot. (SFX: a lot of talking on fast forward) Zoom-in: the couple facing each other Man (catching his breath): Yes! The girl smiles. Freeze frame. (SFX: camera shot) Super (slogan and logo): A picture is worth one thousand and ONE WORD I

Concept 2. Speak Canon

What we mean: Fact: we are all different Problem: we often have trouble finding the right words to express ourselves, even in our native language Solution: images are well known as being internationally recognizable and easy to understand

Concept 2. TVC (30)

A man enters a restaurant, in Thailand. The waiter comes to take the order. Man: I would like some fries The waiter looks at him with a dumb face. Man: Je voudrai des frites The dumb expression is still there. Man (exasperated): Patatas fritas?! Finally the man sighs and makes a wait sign. Then he takes out his Canon camera and starts browsing pictures. Suddenly the waiter starts nodding happily and says Mnfr ng thxd, translating what the man is showing. Fade to black. The waiter and the man shaking hands happily, as he exits the restaurant. Super and VO: Do you speak Canon?

Concept 2. TVC 1 (30) - storyboard

Concept 3. Life deserves a Canon

What we mean: Fact: its natural to want whats best for the ones you care about, especially when it comes to images, because photos capture their lives and yours Problem: it is a common mistake to think of a camera as a relatively non-important accessory, only to regret it at some point in time Solution: love life, give it a Canon!

Concept 3. TVC (30)

Music: nostalgic Interior. Strips of sunset light through half closed blinds. An old couples home. Lots of photographs in frames, on the furniture. Cut to: An old man is looking at a photo, on the fire place. He puts on his glasses and leans over, to take a better look. He then takes the photo to the window and struggles to see the details. Cut to: His finger caresses the blurred face of the woman in the old b&w picture. His eyes are wide open, reflecting the bars of light and darkness. Fade to black. Cut to: Exterior. Sun. 16mm footage, 70s film grain. Couple at a picnic, on a cliff hanging above the sea. MVO: If I were to live it all again, I wouldnt change a thing Beautiful, life is and her Id just buy a better camera. Super: Life deserves a Canon

Life deserves a Canon BTL

This idea came out for a BTL campaign, but can easily be used as a viral, on the internet. Our plan is to build a big camera that should imitate perfectly one of Canons models. Inside of the huge camera, a real Canon camera is connected to the shooting button of the replica. We want to Buy media and get approvals to place the big replica in some of the most famous squares of the biggest cities in EMEA Our idea is to make friends interact with the big camera. Some will stay in front of the lens and one of them will go and push the shooting button. After a big flash and a shot sound, the image will be directly projected on huge digital screens from the square ( for example, in Romania, near the Unirii Square there is a Cocor Store which has the second digitalized faade in Europe Cocor Channel ). The picture will remain there for 2 minutes for them to be able to film or capture this experience with their own cameras, phones or whatever.

Life deserves a Canon BTL

For example, Piccadilly Circus, Trafalgar Square in London, Unirii Square or Constitutiei Square in Romania). The selected squares must have big digital screens or panels on which we will instantly display the pictures made with the big camera. To make it even more interesting, we can put live webcams for others to see peoples live reaction to this Canon activation. We can also record their moments and post them on a website or YouTube channel for them to be able to view themselves afterwards. Most of them will surely want to show everybody that their picture has appeared on a big screen in Piccadilly Circus or any other famous square with big digital media.

Media and budget

TV channels wordwide Viewers(000s) Discovery Travel & Living Euronews Nat. Geo MTV Eurosport Kanal D (Turkey) MBC2 (Dubai) TOTAL 712 690 570 930 1230 193 122 Reach(%) 51 29 42 38 39 40 33 4th of July - 1st of August 5th of July - 1st of August 120 120 1950 216,000.00 216,000.00 4,467,000.00 Timing 2011 1st of July - 1st of August 2nd of July - 1st of August 3rd of July - 1st of August 4th of July - 1st of August Frequency (per month) 600 210 600 300 Buget() 1,500,000.00 525,000.00 1,500,000.00 510,000.00

Tv channels for specific countries

Magazines Frequency Plus Magazine Cosmopolitan Readers Digest GQ Nat. Geo Top Gear Computer Sweden TOTAL PY M M M 15Py M 104 PY 134000 450000 Circ. 67160 80,705 1000000 107000 Cost per unit (full page) 1500 1650 1500 1500 1500 1600 1500 Buget () 1,500,000.00 2,475,000.00 1,500,000.00 1,500,000.00 2,250,000.00 2,400,000.00 1,500,000.00 13,125,000.00

Period: 1st of July - 1st of September Prices are denominated in POUNDS, free of VAT Units PRODUCTION ONLINE web-site 2.00 Unit Cost () 15,000.00 Total Cost 30,000.00 Specification web-site desing, administration, server, domani - for the reality show with the five bloggers and the BTL activity with the huge camera there can be applied discounts, depending on the offers and the deals agreed

OOH OOH TV SPOT TV SPOT Facebook Application TOTAL MEDIA OOH OOH TELEVISION PRINT TOTAL MEDIA OTHER COSTS HR CREATIVE ACCOUNT MANAGEMENT COPYWRITING TOTAL HR AGENCY FEE TOTAL AGENCY TOTAL VALUE

the huge camera prints throught the main cities the main TV spot the translation of the spots

50.00 1.00 70.00 1.00 50.00 1,650.00 6,000.00 6.00 80.00 150.00 50.00

5,000.00 6,000.00 150.00 5,000.00 5,000.00

250,000.00 0.00 6,000.00 10,500.00 5,000.00 301,500.00 250,000.00 500,000.00 4,467,000.00 13,125,000.00 18,342,000.00 the rent for the public squares prints

5,000.00 70.00 50.00 70.00

30,000.00 5,600.00 7,500.00 3,500.00 16,600.00 650,000.00 666,600.00 19,340,100.00

tickets and pocket money for the 6 bloggers

Evaluation
For the outdoor prints we will use a new monitoring system which uses recording cameras located behind each print. These cameras detect each pair of eyes that see the prints, having a certain visual angle. This way, there will be recorded only the persons who actually look at the print. For the TV stations we will use the monitoring provided by each station, regarding the number of viewers and the reach of the TV spots. For the Facebook applications we will use the insights of the fan page which we will create. For the BTL action with the six bloggers we will monitor the number of people who access the web page specially created for this reality-show. For the other BTL action, with the huge camera placed in famous squares, we will use the monitoring system of each digital display that will be used to show the pictures taken by the passers-by. At the end of the campaign we will gather all the information and we will make a survey in supermarkets and squares to find out what is the peoples opinion about Canon. Then we will compare the results with the results obtained in the past years.

Evaluation
For the outdoor prints we will use a new monitoring system which uses recording cameras located behind each print. These cameras detect each pair of eyes that see the prints, having a certain visual angle. This way, there will be recorded only the persons who actually look at the print. For the TV stations we will use the monitoring provided by each station, regarding the number of viewers and the reach of the TV spots. For the Facebook applications we will use the insights of the fan page which we will create. For the BTL action with the six bloggers we will monitor the number of people who access the web page specially created for this reality-show. For the other BTL action, with the huge camera placed in famous squares, we will use the monitoring system of each Accounts: Elena Matei, Camelia digital display that will be used Moroianu to show the pictures taken by the passers-by. Arts: Andrei Pascale, Andrei Niculescu At the end of Andrei the campaign we will gather all the information Copywriter: Nebunoiu and we will make a survey in supermarkets and squares to Planner: Georgiana Bulagea find out what is the peoples opinion about Canon. Then we will compare the results with the results obtained in the past years. COORDINATOR: Gabriel Branescu, Associate Professor