Camcorders and Digital Cameras in Japan
Market Research & Evaluation
2008.12.05~2008.12.07
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General Overview
1. Camcorders
- Best-selling items on the Japanese market are all HDD-equipped
-The two most-mentioned advertisement keywords are: HD-support, extra long recoding times and a PC-independent backup function
- HD-supportive(1) camcorders and its performance were viewable in real-time on HD-supportive displays
- Miniature-items were ranged in order to efficiently test the zoom-function of each camera(2)
- By releasing, small cutting-edge cameras, more and more companies are trying to market products directly towards female users(3)
- Exposure of product related promotion-assets (e.g. Videos) on YouTube et.al
2. Digital Cameras
- All brands were promoting the CCD and Full Touch-Panel functions
- To demonstrate ISO-features, a printed ISO-image is available with the devices
- Representative models were separated showcased separately to maximize exposure
- Reinvented form of camera accessories (4)
- Visitors are given the opportunity to test and first-hand experience most of the available products
- Focus on blog-users by promoting products as “exclusively designed and optimized for blog sites” or similar features (5)
(1) (2) (3) (4) (5)
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Electro Mall in Shinjuku and Akihabara
Possibilities to test products directly at location
- Features or technologies such as the “AF Tracking” could be tested on a set to showcase the advantages of those kind of features(1)
Intelligent Exposure : A technique, which automatically adjusts gamma-parameters to lighten up specific items on a picture
AF Tracking : Focus tracking technology which automatically focuses a specific item displayed on a LCD-display
Face Detection : Multiple face detection can be tested in front of a picture with various models
- Two separate monitors are available to compare the quality-difference of SD and HD cameras
(1) (2)
Newest products are being displayed separately to their normal booth(3)
Product \"How-To\" Video
Latest products are showcased alongside with relative video-assets, to describe product-relative features, advantages and instructions of how to use
the camera properly.
(3) (4)
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CANON Digital House / Gallery
Overview
-An \"testing\"-Area is installed, consisting the showcased cameras and miniature-figures to provide visitors with a first-hand experience of the
advertised features (e.g. Zoom-function)
-Camcorders are showcased alongside with flying/moving item.
-Season-related areas are available as well.
Brand Specific Services
Printing services for cameras
-Each camera booth is equipped with a printing service, so customers are able to print their shoots.
-To maximize the performances of each camera, feature-optimized items are displayed
-To demonstrate pixel-resolutions, camcorder-booths are equipped with a printing-area as well
(1) (2) (3)
Promotional Assets
Product videos
-For each product, a detailed video is available, showcasing and describing each functions and features, in detail
DSLR - Professional information's for visitors
-Even the smallest mechanism inside the cameras is described in detail
-Besides cameras; Lenses and other relative accessories are showcased
The most representative model is the 920IS
(4)
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CANON Digital House / Gallery
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SONY Showroom / Style
Overview
Cameras
All products are sorted by model-type, and depending on the model miniature figures were available
Camcorders
Showcase-assets such as miniature-figures or similar objects were available for first-hand experience shootings
Brand Specific Services
At the Sony Style Room, a set, based on the PS3 game \"HAKUNAMATA\", was installed for showcase purposes.
(1) (2)
Miscellaneous
-Camcorders, Cameras are connected to HD Displays
To demonstrate pixel-resolutions, and promote showcase displays, HD-displays were installed
(3)
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SONY Showroom / Style
Overview
An separated studio area to test camera functions
- A separate studio for camcorder-users was installed to film children's. Results could be seen on external monitors.
- Especially for blogger's life log, a tutorial-booth was installed to educate them, considering the maintenance of cameras et.al
(4) (5)
Miscellaneous
Showcase of photo frames
T-Series also introduces leather-cased
- DSLR-camera users could also visit a booth with several gadgets for them
- Representative model: DSC-T77, HDR-TG1
(6) (7)
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PENTAX FORUM
Overview
Blogger-dedicated Marketing
- To directly market towards bloggers, a blog-alike diary was showcased
- On online-sites various photo albums and life-style albums were available Product videos
- For Pentax's latest product: the K-M, Pentax prepared several videos to showcase the camera's features at the exhibition, as well as, stores.
(1) (2)
Miscellaneous
Cooperation with a well-known photographer to showcase a calendar made with a Pentax DSLR camera
(3)
Slideshow on LCD-displays of the pictures made (DSLR: EIZO Monitor usage)
Image sensor Cleaning Kit purchase
- Product history showcase
(4)
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NIKON PLAZA
Overview
-Besides products, a detailed overview of the definition and know-hows were showcased
Promotional Assets
- A video introducing and explaining the mechanisms of NIKON cameras
(1) (2) (3)
Miscellaneous
Corporations Packages
In co-operation with Porter, Nikon showcased DSLR-camera dedicated bags et.al
Cooperation with a well-known photographer to showcase a calendar made with a Nikon DSLR camera
A tutorial of how to use NIKON's PHOTO EDITIING SW Capture NX2
Representative models: D3X, COOLPIX S60
(4) (5)
-9-

OLYMPUS PLAZA
Overview
Olympus Life Art Marketing
- A promotional event to showcase the ease of way to upgrade normal images to fabulous images
- E-30 promoted its event by cooperating with Aoi Myazaki and Lily Franky
- Various images in different enjoinments were lined up for showcasing purposes
(1) (2) (3)
Promotional Assets
- A video to showcase the mechanism and lenses were showcased
A studio for first-hand-experiences was available
Miscellaneous
A WWF calendar, shoot with Olympus camera was available
Representative model: E-30, U1060
(4) (5) (6)
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Results
Product feature Items
All brands allocated miniature figures for feature-testing
For all kind of features, such as HD-supportative recording or AF-Tracking, optimized assets were provided to fully experience the potential of those features
Usage of Product videos
A video to showcase and explain mechanisms or features were used
Marketing towards bloggers
Special blogger-dedicated events were opened and executed
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Thank you
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