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[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
[RMIT Challenge] Austrialia Canon Case Study
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[RMIT Challenge] Austrialia Canon Case Study

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  • 1. CASE STUDY3 April 2013Tuesday, April 30, 13
  • 2. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 3. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 4. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 5. DEFINED PROBLEMSTuesday, April 30, 13
  • 6. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest groundTuesday, April 30, 13
  • 7. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest groundTuesday, April 30, 13
  • 8. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiationTuesday, April 30, 13
  • 9. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!Tuesday, April 30, 13
  • 10. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.Tuesday, April 30, 13
  • 11. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.Tuesday, April 30, 13
  • 12. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.HISTORICAL DOMINANCE ON THE VERGE OFSLIPPING AWAYTuesday, April 30, 13
  • 13. OBJECTIVESTuesday, April 30, 13
  • 14. OBJECTIVESAchieve 10% above category value growth over 2009Tuesday, April 30, 13
  • 15. OBJECTIVESAchieve 10% above category value growth over 2009Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  • 16. OBJECTIVESAchieve 10% above category value growth over 2009Maintain 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
  • 17. TARGET AUDIENCETuesday, April 30, 13
  • 18. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSTuesday, April 30, 13
  • 19. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingTuesday, April 30, 13
  • 20. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingTuesday, April 30, 13
  • 21. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingCONSIDERED CREATIVESMore creative with photographyGet involved with increased complexityTuesday, April 30, 13
  • 22. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 23. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 24. UNTAPPED INSIGHTTuesday, April 30, 13
  • 25. UNTAPPED INSIGHTTuesday, April 30, 13
  • 26. UNTAPPED INSIGHTTuesday, April 30, 13
  • 27. UNTAPPED INSIGHTTuesday, April 30, 13
  • 28. GREAT PHOTOGRAPHY IS NOT ABOUT TECHNOLOGY,IT IS ABOUT INSPIRATIONUNTAPPED INSIGHTTuesday, April 30, 13
  • 29. PROPOSITIONTuesday, April 30, 13
  • 30. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSTuesday, April 30, 13
  • 31. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  • 32. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSChallenge:Motivate in ways that involve,are easy, and improve skillsLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  • 33. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSExhibit:Create an environment andcommunity where people canshow and share photosChallenge:Motivate in ways that involve,are easy, and improve skillsLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  • 34. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 35. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 36. Tuesday, April 30, 13
  • 37. Tuesday, April 30, 13
  • 38. A growing chain of photos, where each shot, inspires the next.Tuesday, April 30, 13
  • 39. Tuesday, April 30, 13
  • 40. Tuesday, April 30, 13
  • 41. Tuesday, April 30, 13
  • 42. PEOPLE AS KEY MEDIATuesday, April 30, 13
  • 43. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 44. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 45. TVCTuesday, April 30, 13
  • 46. TVCTuesday, April 30, 13
  • 47. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 48. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 49. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 50. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 51. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 52. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  • 53. OUTDOORTuesday, April 30, 13
  • 54. OUTDOORTuesday, April 30, 13
  • 55. OUTDOORTuesday, April 30, 13
  • 56. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 57. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  • 58. above category value growth over 200910%OBJECTIVES 1Tuesday, April 30, 13
  • 59. above category value growth over 2009OBJECTIVES 1Tuesday, April 30, 13
  • 60. above category value growth over 200922%OBJECTIVES 1Tuesday, April 30, 13
  • 61. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  • 62. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  • 63. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Canon and category DSLR Average Selling Price in 2009, Source: GFK Sales DataTuesday, April 30, 13
  • 64. OBJECTIVES 3Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%Tuesday, April 30, 13
  • 65. OBJECTIVES 345%Tuesday, April 30, 13
  • 66. KEY FIGURESTuesday, April 30, 13
  • 67. KEY FIGURES• 20,000 photos uploaded from AUS and NZTuesday, April 30, 13
  • 68. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by publicTuesday, April 30, 13
  • 69. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brandsTuesday, April 30, 13
  • 70. 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 camerasTuesday, April 30, 13
  • 71. 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 viewsTuesday, April 30, 13
  • 72. 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 siteTuesday, April 30, 13
  • 73. 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 siteTuesday, April 30, 13
  • 74. 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 siteTuesday, April 30, 13
  • 75. COMMERCIAL RESULTSBUDGET: $AU 2 - 5 millionTuesday, April 30, 13
  • 76. COMMERCIAL RESULTSBUDGET: $AU 2 - 5 millionRETURN ON INVESTMENT: $AU 3.89 for $AU 1 spentTuesday, April 30, 13
  • 77. THANK YOU!Tuesday, April 30, 13

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