Canon campaign
By Chloe Meadows

The brief
Client-canon
Context
create product for canons new campaign with a theme of journeys. The
choice of theme is to emphasize how photography can be used creatively
on its own or in combination with other art design or media. The outcomes
should relate to the campaign journeys and be suitable for publication
within an advertorial magazine produced by canon
Requirements :
• Create a front cover for a canon advertorial magazine which promotes
the new camera
• Create a print advertisement or advertorial to be included in the
magazine
• An advertorial article for the magazine
Target audience:15-25
To encourage brand allegiance and loyalty for the future

Client research
Canon is a leading technology company, founded in 1937, dedicated to
helping people reimagine and push the boundaries of what is possible
through imaging.
The use of continuous innovation has allowed them to stay at the forefront of
technology developing industry-leading technology allowing them to
support the future demands of photographers, videographers, office
workers, professional printers, medical imaging experts and more.
They utilize there imaging technologies to go beyond the rich lineup
of existing products to cultivating new areas of business where imaging
technology can push the boundaries of what is possible. This reaches into
satellite development, medical advancements, growing the possibilities of
print and industrial equipment and network video cameras, which contribute
towards building smart cities.
Canon’s core strength in optical and imaging technology is also contributing
to advances in astronomy.
They follow a corporate philosophy of “Kyosei” which conveys
their dedication to seeing all people, regardless of race, religion or culture,
harmoniously living and working together for the common good and to
contribute to a prosperous society.

The Kyosei
philosophy used
by canon
• "Kyosei Canon's corporate
philosophy is Kyosei. It
conveys our dedication to
seeing all people, regardless
of culture, customs, language
or race, harmoniously living
and working together in
happiness into the future."
• Therefore, I will make sure
these principles are followed
when I create my own
content to fit in with not only
the style, but the values
canon holds as a company

Pre-existing canon campaigns

Pre-existing canon campaign analysis
Canon camera campaigns use strong single images layered with
images of their cameras to effectively advertise their product and
demonstrate its functions they do this by researching their target
audience to find a common interest and use this as inspiration for the
campaigns and their focal images such as cityscapes nature and even
space just to name a few using this to elevate their campaigns and
connect with their target audience making it more likely they will buy
the product.

Analysis of magazine cover
Masthead: Photo Plus
Focal image: matches title winter landscape
Shot type: Wide shot
Price point: (free :from under £50)this price point suggests it is aimed at middle
class working people defying the often-reinforced stereotype of canon being a
higher-class brand.
Amazing wildlife: the image of the wildlife contrasts with the focal image
creating difference making it more entertaining for the reader
Hollywood portraits: there is another complete contrast with this advertisement
not linking to any of the other advertisements keeping it engaging whilst also
advertising the level of professionalism this camera has as the slogan above it
stating "pro advice" therefore making it more likely for the consumer to buy this
magazine if they want to improve the photography.
Colours: even though the images don’t have a coherent theme the colours of the
cover all have a cool tone theme with the use of blues whites and blacks giving the
whole cover a coherent look.
Red: even though there is an extensive theme of cool tone colours canon have
stayed loyal to their brand theme using splashes of red throughout the cover to
reinforce who they are and that this is a canon product.
Modern technology used for advertising the magazine (free e-book)
Layout: a busy layout suggests that magazine is value for money
Language: subheadings such as :essential tips and pro advice to the consumer
suggests that the magazine is value for money another reason why they should
purchase this magazine and not a competitors.

Analysis of magazine cover
Masthead: photo plus
Focal image: matches title of city photo techniques
Shot type: wide shot
Colours: throughout the cover a warm tone colour theme is used throughout
from the focal image to the signature red of canon to the sub-story imagery
such as creative portraits where the subject is wearing red and the safari skills.
Safari skills: this links to the warm colour tone through image association as
when a consumer thinks of safari, they usually think of lions, tiger's, giraffes
and sunsets all linking to a warm colour tone theme.
Red: throughout all their magazine covers canon have stayed loyal to their
brand theme using splashes of red throughout the cover to reinforce who they
are and that this is a canon product.
Brand exclusivity:(THE NO.1 MAGAZINE FOR CANON USERS!)makes the reader
feel a part of a community.
Layout: a busy layout suggests that magazine is
value for money
Language: canon pro skills suggests to the
consumer that not only is this magazine value for
money, but it is also used by professionals
elevating the stature of the magazine for the
general consumer.

Advertorial examples
• An Advertorial is a type of paid
editorial content. It is a form of
advertisement that gives information
about the product in the way of an
article. They appear in the media,
including newspapers, magazines, or
websites. In usual circumstances, a brand
pays the publisher for such an article.
.
Typically, Advertorials are
used by marketers for
educating
prospective consumers
about the features of
a product. It is used to
target a specific set of
people by using the
right medium for publishing
the advertorial.​

Analysis of advertorial The layout and amount of text is different
to a traditional advert​ as it is made to look
like an article rather than an advertisement.
On the advertorial there is a headline
Canon EOS System similarly to an article as
well as a strapline (Canon introduces an
entirely new system of photography). There
is a dominant image​ similar to a magazine
front cover with sub images and
subheadings supporting the text
(information).In an article there is normally
a byline (author credit) there isn't one here
as it's an advertorial. There is normally a
running head (name of magazine name top
right or left) there isn't one as this is an
advertorial​.The page is divided into sections
such as autofocus, pro- features and
components
There is a tagline at the end – more than
autofocus ,easier than ever- a common
convention of a magazine cover. There is
mention of how it sponsors the US Olympic
Team which grabs audience attention and
demonstrates professional standing that
you could replicate at home​ with this
camera. It is meant to look like the
magazine is recommending this product,
and they have written the article, it is a
little misleading unless the audience pay
attention.

Advertorials analysis
Advertorials can effectively target their intended audience by using methods to
engage their audience based on their interests. An advertorial is paid
advertising from a company that is designed to look like journalistic content. It
can come in print or video form in traditional media or online as well as being
produced for social media depending on the target audience . Advertorials are
designed to reach a specific target market to sell products and services they
offer. A newspaper or magazine advertisement giving information about a
product in the style of an editorial or objective journalistic article.

Initial ideas
• Tram and bus beamish tram car and regular bus
• Where will the path take you white bridge
• holiday
• Social media
• Photography development

Psychographics
Psychographics is the qualitative methodology of studying consumers based on
psychological characteristics and traits such as values, desires, goals, interests, and
lifestyle choices.
Mainstreamers
Target audience
Seek security tend to be domestic conformist conventional sentimental –favor value for money
family brands nearly always the largest group
Aspirers
Target audience
Seek status materialistic acquisitive orientated to image and appearance persona and fashion
attractive packaging more important contents typically younger people clerical and sales jobs.
Succeeders
Potential target audience
Seek control strong goals confidence work ethic and organisation supports stability brand choice
based on self-reward and quality typically higher management and professionals
Resigned Seek survival rigid and authoritarian values interested in the past and tradition brand choice
stresses safety familiarity and economy typically older people
Explorers
Potential Target audience
depending on social class
Seeks discovery energy and individualism and experience values difference and adventure brand
choice highlights satisfaction and instant effect the first to try new brands younger demographic
usually students.
Strugglers Seeks escape alienated disorganised few resources beyond physical skills brand choice involves
impact and sensation buys alcohol junk food lottery tickets
Reformers
Target audience
Seeks enlightenment freedom of restrictions and personal growth social awareness and
independent judgement anti-materialistic but aware of good taste has attended higher education
and selects products for quality

Demographics
My target audience is 15 –25-year
old's meaning they are still in education or
have recently left education in the brief
there is no specific gender, socio economic
status, religion, family life cycle or income
requirements to target my product
however although not specified in the brief
the cameras made by canon can range
from approximately £200 to £7,000
meaning that the target audience
demographic are more likely to be middle
class/upper-class people rather than
working class who may not be able to
afford an expensive camera therefore
it must meet the audience profile and
demographic of 15–25-year old's whilst
also being mindful of social class.

Audience research
For this project, the target audience age range is 15-to-25-year old's.
This target audience age range typically have the highest level of social
media engagement therefore needs to be taken into consideration
when creating the product. This target audience also have some of the
lowest average salaries and as canon is a more high-end luxury brand
with prices ranging from £200 to £7,000 this campaign may not be so
much about selling the product currently but securing brand loyalty
and engagement for the future when earnings increases.As the brief
theme is journeys I also did some research into adventuring and
holidays people take and found that my target audience are most likely
to take adventurous trips with most of them saying that their
international travel decisions are influenced by social media.

Own audience research
16=1
17=3
18=1
19=1
Male=2
Female=5

Own audience research analysis
From my research I found that from the people I surveyed 85.7% would not currently be able to afford a high-end camera
therefore for this advertisement I need to focus on future brand loyalty for when the target audience earn enough money to
own a high-end camera. Everyone I surveyed said that they had used a camera before suggesting an interest in the subject
making it easier to grab their attention however ensure the content created is engaging hooking the audience to continue to
follow the brand leading to brand loyalty in the future. The theme asked of the client for this project was the theme of
journeys therefore I asked the audience I surveyed what they thought of when they think of journeys. These are the results:
Going somewhere or changing as a person (personal journey)
Travelling to a destination and nature
start, end and a positive outcome
I think of a positive outcome
I love adventures
a madness
Travelling to a different country
From these results when the audience think of journeys 5 people thought of a physical journey of going somewhere 2
people thought of positivity and one person thought of a personal journey therefore for my campaign I will focus on physical
journeys with positive outcomes and as the audience is quite heavily influenced by social media, I am going to have my
advertisement follow a social media type theme to relate to the target audience hopefully making it more engaging.

Audience profile
A huge 84% of students will travel abroad
this year, spending money on flights and
ferries but also on the associated items that
come with travel, such as luggage, toiletries
and swimwear. Students spend over £3.2
billion on nights out alone; one in ten of all
drinks sold in pubs, bars and clubs during
term time is bought by a student. The
average student now takes around £2000 of
belongings to university with them, from
laptops, tablets and smartphones to hair
straighteners (owned by an eyebrow-raising
49% of all students).
Statista recently released the following list,
showing the reach of leading social
networking sites used by 15-to-25-year-olds
in the UK in the third quarter of 2020. Here’s
the top six:
•82% YouTube
•80% Facebook
•79% WhatsApp
•76% Instagram
•57% Snapchat
•44% Twitter
You absolutely
must ensure your
marketing and your
website are
optimized to work
on mobile devices
Recent studies
show
that 98% of 16–
24-year-olds in
the UK own a
smartphone
Gen Z spends
about 25% of their
budget on flights
Gen Z travelers,
travel 29 days
each year
demographic,
geographic,
psychographic,
behavioral, needs-
based and
transactional. Kim Kardashian is an
American model,
socialite, media
personality, and
businesswoman.
Chris Evans is a
renowned American
actor. With a net
worth of $80 million.
Popular influential
celebrities
Taylor Swift is a famous
American singer and
songwriter.
Depop is a social e-commerce
platform where users can buy and
resell their items. a mobile app. Most
of the items sold on Depop are used,
vintage, and repurposed pieces of
clothing.
TikTok was the most
downloaded app of
2021, with 656
million downloads

Audience profile