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EACA 2012: Winning Pitch - Nikon D3200 Connectivity
 

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 ...

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.

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    EACA 2012: Winning Pitch - Nikon D3200 Connectivity EACA 2012: Winning Pitch - Nikon D3200 Connectivity Presentation Transcript

    • D3200CONNECTIVITYEACA: AMSTERDAM13/07/2012
    • THE PITCH AGENDA‣ INTRODUCTION‣ AGENDA‣ THE BRIEF‣ COMMUNICATION MODEL‣ INSIGHTS‣ WE ARE NIKON CAMPAIGN‣ MEDIA PLAN‣ MEASURING EFFECTIVENESS‣ CONCLUSION
    • THEBRIEF
    • 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.
    • 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.
    • COMMUNICATION MODEL
    • 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
    • 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
    • INSIGHTS
    • INSIGHTS KNOW WHAT YOULL GET‣ ONLINE SURVEYS‣ SAMPLE SIZE: 55 PEOPLE‣ WHAT WOULD MOTIVATE YOU TO BUY A NIKON DSLR 3200 CONNECTIVITY?
    • 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
    • INSIGHTS THE LOVE OF SHARING"THERE IS NO JOY IN POSSESSION WITHOUT SHARING" - ERASMO DA ROTTERDAM
    • INSIGHTS THE LOVE OF SHARING"IN 2006 TIME MAGAZINE NAMED YOU PERSON OF THE YEAR. YOUCONTROL THE INFORMATION AGE." - HARVARD BUSINESS REVIEW 2008
    • 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
    • WE ARE NIKON CAMPAIGN
    • 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
    • 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 PRINT DIGITAL PACKAGING1) EMOTIONAL CONNECTION BETWEEN NIKON + AUDIENCE 2) AWARENESS FOR CONNECTIVITY FEATURE EASE IMAGE PRICE NEED OF USE QUALITY
    • TELEVISION LAUNCH: TVC YOUR PICTURE COULD BE HERE!FOR MORE INFORMATION GO TO: www.we-are-nikon.com
    • PRINTADS
    • PRINT ADS LAUNCH: BILLBOARD YOUR PICTURE COULD BE HERE!FOR MORE INFORMATION GO TO: www.we-are-nikon.com
    • I AM STEVES BILLBOARD
    • PRINT ADS LAUNCH: MAGAZINE YOUR PICTURE COULD BE HERE!FOR MORE INFO GO TO: www.we-are-nikon.com
    • PRINT ADSMAGAZINE
    • THEPACKAGING
    • THE PACKAGING CUSTOMIZED DESIGN?
    • DIGITALCOMPONENT
    • 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
    • MEASURINGEFFECTIVENESS
    • 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
    • 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...
    • CONCLUSION
    • 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.
    • 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.
    • THANKS!THANKS!