D3200CONNECTIVITYEACA: AMSTERDAM13/07/2012
THE PITCH                 AGENDA‣ INTRODUCTION‣ AGENDA‣ THE BRIEF‣ COMMUNICATION MODEL‣ INSIGHTS‣ WE ARE NIKON CAMPAIGN‣ M...
THEBRIEF
THE BRIEF              WHAT YOU ASKED US TO DO‣ PRODUCT NIKON LAUNCHED THE NEW NIKON D3200 DSLR CAMERA WITH CONNECTIVITY F...
THE BRIEF               WHAT YOU ASKED US TO DO‣ CHALLENGE ESTABLISH THE NIKON D3200 AS THE NUMBER ONE DSLR CHOICE AMONGST...
COMMUNICATION       MODEL
COMMUNICATION                         THE                     MODEL                  NEW NIKON CAMPAIGN             EMOTIO...
COMMUNICATION                         THE                     MODEL                  NEW NIKON CAMPAIGN             EMOTIO...
INSIGHTS
INSIGHTS                            KNOW WHAT YOULL GET‣ ONLINE SURVEYS‣ SAMPLE SIZE: 55 PEOPLE‣ WHAT WOULD MOTIVATE YOU T...
INSIGHTS      ITS ALL ABOUT THE STORY BEHIND "A STORY IS BIGGER THAN A MOMENT, A MOMENT           BIGGER THAN A PICTURE"  ...
INSIGHTS                           THE LOVE OF SHARING"THERE IS NO JOY IN POSSESSION WITHOUT SHARING"                - ERA...
INSIGHTS                                  THE LOVE OF SHARING"IN 2006 TIME MAGAZINE NAMED YOU PERSON OF THE YEAR. YOUCONTR...
INSIGHTS                     EVERYBODY DESIRES ATTENTION         "IN THE FUTURE, EVERYONE WILL BE WORLD-FAMOUS            ...
WE ARE NIKON   CAMPAIGN
ALL THE FOLLOWING IMAGES WHERETAKEN BY NON-PROFESSIONALS USINGTHE NEW NIKON D3200 CONNECTIVITY.NONE OF THESE IMAGES WERE A...
GREAT MOMENTS DONT FIT INTO POCKETS....
GREAT MOMENTS DESERVE TO BE CAPTURED IN         THEIR ENTIRE BEAUTY...
...THEIR FULL COLOR RANGE...
...THEIR UNIQUE PASSION...
...CAUSE THATS WHAT MAKES THEM IMMORTAL.
MEMORIES ARE NOT JUST A MOMENT IN TIME...
THEY ARE A PLACE TO TRAVEL BACK TO...
...OVER AND OVER AGAIN.
THEY ARE A SAFE HAVEN...
...A PLACE OF BEAUTY, EMOTION...
...OF HAPPINESS, COMFORT AND LOVE.
AND IF YOU DONT TRAVEL IN TIME ALONE,THOSE MEMORIES WILL BECOME STORIES...
...STORIES, YOULL LOVE TO SHARE.
MORE IMPORTANTLY, STORIES OTHERS WILL           LOVE TO HEAR...
...SHARE AGAIN...
...TELL FRIENDS, FAMILY.
STORIES THEYLL LAUGH AND CRY ABOUT.
IT IS THESE STORIES WHICH WILL COME ALIVE,          REMAIN UNFORGETTABLE.
THATS WHY - AT NIKON - WE WORK OUR ARSES          OFF TO MAKE TAKING...
...BUT ESPECIALLY SHARING PICTURES, AS          SIMPLE AS POSSIBLE.
EASY FOR EVERYONE!
CAUSE ITS NOT JUST A PICTURE WHICH YOU                  SHARE:
ITS A FEELING...
...AN EMOTION...
...A MOMENT IN TIME...
...A SMILE AND A TEAR.
YOU SHARE YOUR STORY.
YOU SHARE YOUR LIFE...
...YOUR WORLD.
YOU SHARE THEREFORE I AM.
YOU SHARE THEREFORE I AM.
THE NEWNIKON D3200 CONNECTIVITY               I AM YOUR NIKON.
MEDIAPLAN
MEDIA                         TVC                                                    PLAN                         APP  TVC...
TELEVISION                                             LAUNCH: TVC                  YOUR                PICTURE           ...
PRINTADS
PRINT ADS                        LAUNCH: BILLBOARD              YOUR          PICTURE         COULD BE             HERE!FO...
I AM STEVES  BILLBOARD
PRINT ADS      LAUNCH: MAGAZINE           YOUR       PICTURE     COULD BE          HERE!FOR MORE INFO GO TO: www.we-are-ni...
PRINT ADSMAGAZINE
THEPACKAGING
THE PACKAGING    CUSTOMIZED DESIGN?
DIGITALCOMPONENT
DIGITAL COMPONENT                                   www.we-are-nikon.com-../()*+,%$0.1)+1.%23                             ...
MEASURINGEFFECTIVENESS
MEASURING EFFECTIVENESS                        5 STATISTICS‣ COMPARE MARKETS SIMILAR MARKETS, DIFFERENT LEVEL OF PENETRATI...
MEASURING EFFECTIVENESS                        5 STATISTICS‣ SOCIAL ANALYTICS UPLOADS - LIKES - (UNIQUE) VIEWS - SHARES......
CONCLUSION
CONCLUSION                         WHY IT WILL WORK‣ MY-VERTISING  CUSTOMERS ARE HEROS OF THE CAMPAIGN.‣ USE-VERTISING aka...
CONCLUSION                         WHY IT WILL WORK‣ CONNECTIVITY FEATURE NOT BRANDED FOR D3200 EXCLUSIVELY, BUT PROMOTED ...
THANKS!THANKS!
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EACA 2012: Winning Pitch - Nikon D3200 Connectivity

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Winning Presentation - EACA International School of Advertising and Communication | 2012 Competition | Client: Nikon | Product: D3200 Connectivity

Brief: Establish the Nikon D3200 Connectivity as the number one DSLR choice amongst the target audience. Position as 'easy to use' camera for everyone.

Published in: Business

EACA 2012: Winning Pitch - Nikon D3200 Connectivity

  1. 1. D3200CONNECTIVITYEACA: AMSTERDAM13/07/2012
  2. 2. THE PITCH AGENDA‣ INTRODUCTION‣ AGENDA‣ THE BRIEF‣ COMMUNICATION MODEL‣ INSIGHTS‣ WE ARE NIKON CAMPAIGN‣ MEDIA PLAN‣ MEASURING EFFECTIVENESS‣ CONCLUSION
  3. 3. THEBRIEF
  4. 4. THE BRIEF WHAT YOU ASKED US TO DO‣ PRODUCT NIKON LAUNCHED THE NEW NIKON D3200 DSLR CAMERA WITH CONNECTIVITY FEATURE.‣ TARGET GROUP COUPLES BETWEEN 24-45 YEARS OF AGE WITH YOUNG CHILDREN (6 -12 ys).‣ MARKET EUROPE.
  5. 5. THE BRIEF WHAT YOU ASKED US TO DO‣ CHALLENGE ESTABLISH THE NIKON D3200 AS THE NUMBER ONE DSLR CHOICE AMONGST THE TARGET AUDIENCE. POSITION AS "EASY TO USE" CAMERA FOR EVERYONE.‣ GUIDELINES IN LINE WITH THE "I AM" CAMPAIGN AND BRAND IMAGE.‣ BUDGET CREATIVITY OVER BUDGET - NO BUDGET CAP.
  6. 6. COMMUNICATION MODEL
  7. 7. COMMUNICATION THE MODEL NEW NIKON CAMPAIGN EMOTIONAL CONNECTION BETWEEN NIKON + AUDIENCE EASE IMAGEPRICE NEED OF USE QUALITY UPGRADE SWITCH #1 DSLR AWARENESS FOR IN TARGET GROUP CONNECTIVITY FEATURE
  8. 8. COMMUNICATION THE MODEL NEW NIKON CAMPAIGN EMOTIONAL CONNECTION BETWEEN NIKON + AUDIENCE EASE IMAGEPRICE NEED OF USE QUALITY UPGRADE SWITCH #1 DSLR AWARENESS FOR IN TARGET GROUP CONNECTIVITY FEATURE
  9. 9. INSIGHTS
  10. 10. INSIGHTS KNOW WHAT YOULL GET‣ ONLINE SURVEYS‣ SAMPLE SIZE: 55 PEOPLE‣ WHAT WOULD MOTIVATE YOU TO BUY A NIKON DSLR 3200 CONNECTIVITY?
  11. 11. INSIGHTS ITS ALL ABOUT THE STORY BEHIND "A STORY IS BIGGER THAN A MOMENT, A MOMENT BIGGER THAN A PICTURE" - UNKOWN"EMOTION CREATES RELEVANCE. RELEVANCE LEADS TO PERSONAL INVOLVEMENT." - PETTY ET AL. 1979
  12. 12. INSIGHTS THE LOVE OF SHARING"THERE IS NO JOY IN POSSESSION WITHOUT SHARING" - ERASMO DA ROTTERDAM
  13. 13. INSIGHTS THE LOVE OF SHARING"IN 2006 TIME MAGAZINE NAMED YOU PERSON OF THE YEAR. YOUCONTROL THE INFORMATION AGE." - HARVARD BUSINESS REVIEW 2008
  14. 14. INSIGHTS EVERYBODY DESIRES ATTENTION "IN THE FUTURE, EVERYONE WILL BE WORLD-FAMOUS FOR 15 MINUTES." - ANDY WARHOL"ADVERTISING = FAME." "FAME WORKS."- SIR JOHN HEGARTY - DIETMAR DAHMEN "PEOPLE LOVE TO BE FAMOUS." - DIETMAR DAHMEN
  15. 15. WE ARE NIKON CAMPAIGN
  16. 16. ALL THE FOLLOWING IMAGES WHERETAKEN BY NON-PROFESSIONALS USINGTHE NEW NIKON D3200 CONNECTIVITY.NONE OF THESE IMAGES WERE ASUBJECT TO POST-PRODUCTION. FOR MORE INFORMATION GO TO www.we-are-nikon.com
  17. 17. GREAT MOMENTS DONT FIT INTO POCKETS....
  18. 18. GREAT MOMENTS DESERVE TO BE CAPTURED IN THEIR ENTIRE BEAUTY...
  19. 19. ...THEIR FULL COLOR RANGE...
  20. 20. ...THEIR UNIQUE PASSION...
  21. 21. ...CAUSE THATS WHAT MAKES THEM IMMORTAL.
  22. 22. MEMORIES ARE NOT JUST A MOMENT IN TIME...
  23. 23. THEY ARE A PLACE TO TRAVEL BACK TO...
  24. 24. ...OVER AND OVER AGAIN.
  25. 25. THEY ARE A SAFE HAVEN...
  26. 26. ...A PLACE OF BEAUTY, EMOTION...
  27. 27. ...OF HAPPINESS, COMFORT AND LOVE.
  28. 28. AND IF YOU DONT TRAVEL IN TIME ALONE,THOSE MEMORIES WILL BECOME STORIES...
  29. 29. ...STORIES, YOULL LOVE TO SHARE.
  30. 30. MORE IMPORTANTLY, STORIES OTHERS WILL LOVE TO HEAR...
  31. 31. ...SHARE AGAIN...
  32. 32. ...TELL FRIENDS, FAMILY.
  33. 33. STORIES THEYLL LAUGH AND CRY ABOUT.
  34. 34. IT IS THESE STORIES WHICH WILL COME ALIVE, REMAIN UNFORGETTABLE.
  35. 35. THATS WHY - AT NIKON - WE WORK OUR ARSES OFF TO MAKE TAKING...
  36. 36. ...BUT ESPECIALLY SHARING PICTURES, AS SIMPLE AS POSSIBLE.
  37. 37. EASY FOR EVERYONE!
  38. 38. CAUSE ITS NOT JUST A PICTURE WHICH YOU SHARE:
  39. 39. ITS A FEELING...
  40. 40. ...AN EMOTION...
  41. 41. ...A MOMENT IN TIME...
  42. 42. ...A SMILE AND A TEAR.
  43. 43. YOU SHARE YOUR STORY.
  44. 44. YOU SHARE YOUR LIFE...
  45. 45. ...YOUR WORLD.
  46. 46. YOU SHARE THEREFORE I AM.
  47. 47. YOU SHARE THEREFORE I AM.
  48. 48. THE NEWNIKON D3200 CONNECTIVITY I AM YOUR NIKON.
  49. 49. MEDIAPLAN
  50. 50. MEDIA TVC PLAN APP TVC PRINT DIGITAL PACKAGING1) EMOTIONAL CONNECTION BETWEEN NIKON + AUDIENCE 2) AWARENESS FOR CONNECTIVITY FEATURE EASE IMAGE PRICE NEED OF USE QUALITY
  51. 51. TELEVISION LAUNCH: TVC YOUR PICTURE COULD BE HERE!FOR MORE INFORMATION GO TO: www.we-are-nikon.com
  52. 52. PRINTADS
  53. 53. PRINT ADS LAUNCH: BILLBOARD YOUR PICTURE COULD BE HERE!FOR MORE INFORMATION GO TO: www.we-are-nikon.com
  54. 54. I AM STEVES BILLBOARD
  55. 55. PRINT ADS LAUNCH: MAGAZINE YOUR PICTURE COULD BE HERE!FOR MORE INFO GO TO: www.we-are-nikon.com
  56. 56. PRINT ADSMAGAZINE
  57. 57. THEPACKAGING
  58. 58. THE PACKAGING CUSTOMIZED DESIGN?
  59. 59. DIGITALCOMPONENT
  60. 60. DIGITAL COMPONENT www.we-are-nikon.com-../()*+,%$0.1)+1.%23 4.5+$3+ A8%"52 7:A;>?<=)$13 6(#."/&.,%()*+,%$ 98%"52 :<@;A9<=)$13!"##$%&3(.+3 !"##$%&()*+,%$ :8%"52 9>?;@><=)$13 78%"52 9:7;7<<=)$13
  61. 61. MEASURINGEFFECTIVENESS
  62. 62. MEASURING EFFECTIVENESS 5 STATISTICS‣ COMPARE MARKETS SIMILAR MARKETS, DIFFERENT LEVEL OF PENETRATION‣ SALES VOLUME + VALUE COMPARE PAST - PRESENT - FUTURE‣ MARKET SHARE MEASURED BY VOLUME + VALUE COMPARE PAST - PRESENT - FUTURE CONSIDER COMPETITION
  63. 63. MEASURING EFFECTIVENESS 5 STATISTICS‣ SOCIAL ANALYTICS UPLOADS - LIKES - (UNIQUE) VIEWS - SHARES...‣ PR RESONANCE COMPARE WITH EUROS WORTH OF PR EXPENDITURE‣ CONTROL FOR EXTERNAL VARIABLES COMPETITOR BEHAVIOR, PRICE DEVELOPMENTS, ECONOMICAL SITUATION, UNRELATED PR...
  64. 64. CONCLUSION
  65. 65. CONCLUSION WHY IT WILL WORK‣ MY-VERTISING CUSTOMERS ARE HEROS OF THE CAMPAIGN.‣ USE-VERTISING aka PEER-RECOMMENDATIONS EVERY PERSON FEATURED IN CAMPAIGN INDIRECTLY IMPLIES TO HAVE BOUGHT A D3200‣ I AM... NEATLY TAKING THE "I AM CAMPAIGN" TO NEXT LEVEL.
  66. 66. CONCLUSION WHY IT WILL WORK‣ CONNECTIVITY FEATURE NOT BRANDED FOR D3200 EXCLUSIVELY, BUT PROMOTED AS NEW ADDITION TO NIKONS PRODUCT RANGE.‣ LINE EXTENSION CAMPAIGN CAN BE USED FOR ANY FUTURE DSLR MODELS.‣ VIRAL POTENTIAL FIRST EVER TVC / BILLBOARD,... WITHOUT IMAGERY.
  67. 67. THANKS!THANKS!

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