Canon push EOS M range across South East Asia via new campaign from Hakuhodo Singapore
Hakuhodo Communications Asia has developed an integrated campaign to drive preference for Canon’s EOS M range.
The EOS M range also known as the interchangeable lens camera (ILCs). This new category sits comfortably between full-fledged DSLRs, and compact cameras, which are handy point-and-shoot types with built-in lenses designed for casual users. ILCs give users the option of being able to choose different lenses while maintaining a relatively compact body – as they do not have the mirror viewing system used in DSLRs – and yet offer high picture quality.
This new category will be a key driver in Canon’s quest for greater market share across Asia. IDC reports that worldwide shipment of ILC s (across all brands) is likely to grow at a rate of 60% to 6.43 million units this year.
“We leveraged on the consumer insight that today’s photography buffs demand a digital SLR product that is superior in image quality and yet lightweight and easily portable to arrive at a campaign proposition of Agility Meets Ability”, Tanner Nagib, Group Account Director Hakuhodo Communications Asia.
The campaign incorporating TV, print, point-of-sale and digital was shot on location in Barcelona, Spain. “We utilised a pioneering technique of a split screen, one half of the screen seeks to spell out the product attributes to communicate ‘Ability’ while the second half of the screen delivers a sweeping high action shot to communicate ‘Agility’. This split screen technique is carried across all channel execution including digital and print.” Patrick Lim, Senior Art Director Hakuhodo Communications Asia.
1 Comment
Nice job, looks great Patrick