Canon push EOS M range across South East Asia via new campaign from Hakuhodo Singapore

Mtvc screen shot 4.jpgHakuhodo 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.
EOS M_PhotoYou_RED.jpgThis 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.


Michele said:

Nice job, looks great Patrick

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