Canon brief

Driven by an interest in learning/practicing the different roles
of agency life, I was challenged by a planner to address an
issue of a brand I admire:

Canon faces declining sales in compact cameras
due to rising technology in smartphones
This is a brief [in progress] of how Canon can capitalize on
the popularity of smartphone photography.

Enjoy!
-Kellock

Canon: Fighting for the Love of Photography
S ta r t D at e : J a n ua r y 2 0 13

Canon: Fighting for the Love

TAKE THE NEXT STEP
DRIVE CONSUMER SALES BY TARGETING USERS OF MOBILE APPS

CREATE STRONG BRAND CONNECTION WITH NEW CONSUMERS

GET A CAMERA IN THE CONSUMERS HAND

PRESENTATION DIALOGUE

1. FLOODGATES ARE OPEN THANKS TO SOCIAL NETWORKS LIKE INSTAGRAM WHERE THE VALUE OF A
GOOD PHOTO HAS SKYROCKETED. USERS HAVE ALSO BEEN PRIMED TO PHOTOGRAPHY AND THE ART OF
CAPTURING A MOMENT AND SHARING IT. NOW WE WANT THEM, AND THEY WILL NATURALLY, WANT MORE.

2. THIS IS A MATURE INDUSTRY WHERE MOST BUYERS (PAST, PRESENT, FUTURE) ARE EITHER UPGRADING
OR ADDING A 2ND TO THE HOUSEHOLD. IF WE CREATE CONNECTION WITH THEM NOW, IT MEANS FUTURE
SALES DOWN THE ROAD

3. STARK DIFFERENCE BETWEEN A PHONE IN YOUR HAND AND A CAMERA IN YOUR HAND, WE WANT THEM
TO FEEL THE RUBBERIZED GRIP, THE TITANIUM BODY. CREATES LASTING SENSATION. HARD TO IGNORE


ISSUE
IMAGING TECHNOLOGY IN SMART PHONES IS IMPROVING, WHILE THE SALES OF COMPACT CAMERAS ARE DECREASING

PRESENTATION COPY
BIGGER QUESTION, ARE THEY LOSING REVELANCE?

INDUSTRY WIDE CAMERA SALES SAW 25% DROP B/W AUGUST ‘11-’12
CONSUMERS TAKING PICTURES WITH PHONES INCREASED 10% (NPD)

BOTTOM LINE IS SMARTPHONES ARE TAKING COMPACT CAMERAS BY A STORM

ARE SMART PHONES THE COMPETITION?


MARKET TREND
VOLUME OF SALES v. VALUE OF SALES


1. RESEARCH/REPORTS INDICATE THAT WHILE THE NUMBER OF CAMERAS SOLD HAVE DROPPED OVER THE
YEARS, THE REVENUE FROM CAMERAS HAS REMAINED STEADY (GFK RESEARCH) (CANON POSTED INCREASED
DSLR DEMAND Q2 , DROP IN Q3, EXPECTED INCREASE DEMAND FOR Q4, ENGADGET)
CANON ANNUAL REVIEW REPORTED GROWTH IN SALES IN DSLR CAMERAS DESPITE SETBACKS FROM ‘11 DUE
TO THAI FLOODS

2. WE INTERPRET THIS TO MEAN LESS PEOPLE ARE BUYING MORE EXPENSIVE CAMERAS. THERE SEEMS TO
BE A SHIFT IN INTEREST TOWARDS A BETTER PRODUCT. A BETTER PHOTO.

3. FITS THE MOLD OF OUR TARGET AUDIENCE…MILLENNIALS

SMART PHONES ARE THE LAUNCH PAD


• 75% OF WORKFORCE IN 2025
• 74% REPORT INFLUENCE ON PURCHASE DECISIONS OF OTHERS
• ONLY KNOW WORLD WITH INTERNET/SMART PHONES. UNDERSTAND SOCIAL CURRENCY OF GOOD PHOTOS

THE TARGET
MILLENIALS | AGES: 18-33 | A GENERATION THIRSTING FOR VALIDATION THROUGH THE LENS OF SOCIAL NETWORKS
BIG | INFLUENTIAL | DIGITALLY UNIQUE


PERSONA: THE RESTLESS

FOLLOWING THEIR HEARTS IS APPROPRIATE THAN FOLLOWING FOOTSTEPS

THEY DESIRE EMOTION RATHER THAN CONVENTION

WILLING TO PAY A PREMIUM FOR A HIGHER QUALITY GOOD


• SHOP BOUTIQUE OVER MACYS, TRAVEL GUATEMALA OVER CABO, DRINK LA COLUMBE OVER STARBUCKS


• PHOTOS ON SOCIAL NETWORKS TOO OFTEN SINK IN NEWS FEED QUICKSAND
• FOR A TARGET LOOKING TO EXPRESS HUGELY INFLUENTIAL MOMENTS, CAN BE LET DOWN
• CAMERA CAN JUSTIFY SPEAK TO MOMENTS

PERSONAS: THE RESTLESS
DEMOGRAPHICALLY, OUR TARGET HAS THE MEANS AND DESIRE TO EXPLORE
PSYCHOGRAPHICALLY, THEY’RE SEEKING FOR SOMETHING MORE THAN A HASHTAG
THEY’LL NEVER FULLY BE ABLE TO COMMUNICATE THE EXPERIENCE THEY HAD, BUT A PHOTO JUST MIGHT


PERSONAS: THE EXPECTING
ON THE VERGE OF WELCOMING SOMEONE NEW TO THEIR LIVES

AN ANTICIPATED MOMENT
• TRANSFORMATIONAL MOMENT THAT BRINGS PEOPLE, BEYOND THOSE DIRECTLY INVOLVED, TOGETHER
• WANT TO FEEL THE SAME TINGLES OF THAT MOMENT 30 YEARS LATER


PERSONAS: THE EXPECTING
BECAUSE THIS PERSON DESERVES MORE PIXELS
THIS PERSON DESERVES MORE: TIME, ATTENTION, EFFORT, PIXELS


INSIGHT
A PHOTO ON YOUR PHONE IS AN ACT OF DISENGAGEMENT (PHONE=REACTION) v. (CAMERA=ACTION)
1.
A PHOTO ON YOUR CAMERA IS AN ACT OF COMMITMENT DIFFERENCE IN EXPECTATION

GENERATION WHO WOULD RATHER BE SEEN AS UNIQUE THAN A SHEEP

SMARTPHONE OFFERS ABILITY TO IMMEDIATELY SHARE EVEN THE MOST MUNDANE, BUT IS LIMITED TO THE IMMEDIATE
2.
PHOTO IS LOST TO THE NEWSFEED QUICKSAND

BECOMES IRRELEVANT MOMENTARILY

IN SCHOOL, WORK, RELATIONSHIPS, ETC THE OBJECTIVE IS NOT TO ERR

PHOTOGRAPHY IS ABOUT MISTAKES AND LEARNING, BECOMING BETTER
3.
LIFE IS ALSO ABOUT MAKING MISTAKES AND LEARNING, BECOMING BETTER


Brand Value
YOUR LIFE IS DEFINED BY YOUR PERSPECTIVE

STYLE IS IDENTITY. THE WAY YOU PUT THINGS TOGETHER. THE WAY YOU JUXTAPOSE
THINGS. THE FOCUS OF YOUR PHOTO.
STYLE IS A TRAIT DEVELOPED OVER TIME, NOT AS A REACTION.

LIVE THROUGH YOUR OWN LENS


BRAND VALUE: VALUE OF THE MOMENT JUSTIFIES BETTER TECHNOLOGY


THESE AREN’T JUST EXTRA TOYS, EXTRA RINGS ON YOUR FINGER. THIS IS THE TECHNOLOGY THAT SEPARATES
A MEMORY FROM BEING ANOTHER SO-SO PHOTO, TO ONE THAT SPEAKS VOLUMES.


STRATEGY STATEMENT
SMART PHONES HAVE SPARKED AN INTEREST IN PHOTOGRAPHY AMONGST MILLENIALS
SMART PHONES HAVE ALSO DILUTED THE ART AND VALUE OF “PHOTOGRAPHY”

WE WANT TO CELEBRATE THE INTEREST,
WHILE (LIGHTLY ) CONDEMNING THE DILUTION


STRATEGY: CELEBRATE THE INTEREST
IDEAS FOR CREATIVE EXECUTION

BROADCAST: CHRONICLE PROGRESS FROM PHONE TO CAMERA

PRINT:

DIGITAL INTERACTIVE: GEOTAG CHALLENGE (FILM OPPORTUNITY AS WELL)

SOCIAL MEDIA:


DIGITAL INTERACTIVE: PEOPLE CAN UPLOAD THEIR GEOTAGGED PHONE PICS. CHALLENGING OTHERS TO
GO/FIND THAT PLACE, NEAR OR FAR, AND TAKE SAME PICTURE BUT WITH CANON. CONNECT PEOPLE
WITH SIMILAR INTERESTS, SIMILAR TRAVELS, SIMILAR EXPERIENCES AND A REASON/DESIRE TO RETURN.
FB INTEGRATION E.G. NYC CITY HALL SUBWAY STATION, BASE OF MOUNTAIN AT SNOWBIRD, FIRST DATE
RESTAURANT, VENICE BEACH OUTDOOR GYM, CA-1

COULD ADD SCVNGR GAMIFICATION ASPECTS TO WEBSITE


STRATEGY: CONDEMN THE DILUTION
IDEAS FOR CREATIVE EXECUTION

SOCIAL MEDIA: #WATEREDDOWN

THESE DAYS, THERE ARE BLOGS ABOUT EVERYTHING , FROM MITT ROMNEY’S STRAY HAIR TO
PHOTOBOMBS TO MOCHA ART. PEOPLE SEEM TO ENJOY RIDICULING WHAT OTHER PEOPLE UPLOAD.
#WATEREDDOWN IS A SIMPLE WEBSITE AND GUERILLA INSTAGRAM CAMPAIGN WHERE WE
ENCOURAGE PEOPLE TO HASHTAG IN THE COMMENTS OF THEIR FRIENDS MUNDANE EVERYDAY PHOTOS
(THAT PEOPLE SHOULD JUST BE LIVING) AS #WATEREDDOWN. THOSE TAGGED PHOTOS WOULD THEN BE
UPLOADED TO THE WATERED DOWN PAGE.
BY DOING A SOCIAL MEDIA CAMPAIGN, WE TIP TOE AROUND BROADCAST (WE DON’T WANT TO
ALIENATE SMARTPHONE USERS! THEY’RE FUTURE SALES), BUT WE ACKNOWLEDGE THE ISSUE AT HAND,
WHILE PROVOKING USERS TO STEP THEIR GAME UP. AND PEOPLE CAN MAKE FUN OF THE STUPID SHIT
PEOPLE PUT UP


PROPOSITION
OUR GENERATION CRAVES VALUE, DEMANDS THE UNIQUE, AND ADMIRES PASSION

THIS IS A UNIQUE MOMENT–TRAVEL, MARRIAGE, ART–OUR TARGET IS LOOKING FOR APPROPRIATE MEDIUM TO CAPTURE/HONOR THE SIGNIFICANCE

CANON CAN DO THIS WITH THE MARKET SMARTPHONES HAVE CREATED


CREATIVE DIALOGUE: COLLECTED FROM STRANGERS, PHOTOGRAPHERS, AND FRIENDS

“THE IDEA IS TO GET IT OUT OF YOURSELF, TO COMMUNICATE THOUGHTS AND OPINIONS, TO MAKE PEOPLE FEEL
LESS CRAZY, LESS ALONE.”

“OUR WORK [WHAT WE TAKE PHOTOS OF] CHANGES AS WE DO, AS DO OUR INTERESTS,
AND ABILITY TO UNDERSTAND PEOPLE”

“A STILL IMAGE HAS THE ABILITY TO MOVE. YOUR HEART. YOUR MIND”

“I’M THRILLED WHEN I KNOW I CAPTURED SOMETHING THAT CAN TEACH ME ABOUT
MYSELF AND THE OTHER PEOPLE IN MY LIFE.”

“PICTURES REVEAL THE MINDSET OF SOMEONE, THEIR SENSATION”

“IT HELPS ME UNDERSTAND RELATIONSHIPS BETWEEN PEOPLE”

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Lv tr u hy u o nln
ie h o g o r w e s

Canon brief

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