[rmit challenge] austrialia canon case study
TRANSCRIPT
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CASE STUDY3 April 2013
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
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DEFINED PROBLEMS
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DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
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DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
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DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
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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!
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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.
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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.
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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
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OBJECTIVES
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OBJECTIVES
Achieve 10% above category value growth over 2009
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OBJECTIVES
Achieve 10% above category value growth over 2009
Maintain number ONE market dominance by holding value share of at least 45%
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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)
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TARGET AUDIENCE
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TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
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TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICSWant better quality photos
DSLR too complexing and intimidating
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TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICSWant better quality photos
DSLR too complexing and intimidating
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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
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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UNTAPPED INSIGHT
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UNTAPPED INSIGHT
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UNTAPPED INSIGHT
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UNTAPPED INSIGHT
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GREAT PHOTOGRAPHY IS NOT ABOUT TECHNOLOGY, IT IS ABOUT INSPIRATION
UNTAPPED INSIGHT
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PROPOSITION
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PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL WITH CANON EOS
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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
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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
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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
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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A growing chain of photos, where each shot, inspires the next.
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PEOPLE AS KEY MEDIA
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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TVC
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TVC
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OFFICIAL WEBSITE
http://www.canon.com.au/worldofeos/photochains/home/
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OUTDOOR
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OUTDOOR
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OUTDOOR
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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AGENDA1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
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above category value growth over 200910%
OBJECTIVES 1
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above category value growth over 2009
OBJECTIVES 1
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above category value growth over 200922%
OBJECTIVES 1
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OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
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OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
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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
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OBJECTIVES 3
Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%
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OBJECTIVES 3
45%
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KEY FIGURES
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KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
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KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public
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KEY FIGURES
• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’ camera brands
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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
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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
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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
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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
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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
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COMMERCIAL RESULTS
BUDGET: $AU 2 - 5 million
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COMMERCIAL RESULTS
BUDGET: $AU 2 - 5 million
RETURN ON INVESTMENT: $AU 3.89 for $AU 1 spent
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THANK YOU!
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