Hakuhodo Communications Asia Singapore launches campaign for Canon EOS 650D
Hakuhodo Communications Asia has launched an integrated campaign across South East Asia to drive preference for the EOS 650D model.
The EOS 650D is Canon’s first-ever touch screen DSLR and promises unparalleled performance with the world’s first (as of 6 June 2012) intuitive touch screen (vari-angle) interface for set-shoot-view convenience. Its Auto-focus (AF) System is precise with a new 9-point all cross-type AF backed by a new Hybrid CMOS AF System. AF speeds are dramatically increased while focusing on live view and movie shooting modes.
This new product will be a key driver in Canon’s quest for greater market share across Asia. IDC reports that the Digital SLR (DSLR) category is likely to grow worldwide at a rate of 18% to 16.76 million units this year.
Tanner Nagib, Group Account Director Hakuhodo Communications Asia said, “We leveraged on the consumer insight that amateur photographers who are passionate about their craft demand a DSLR product that delivers flawless detail, depth and colour. All achievable through a touch screen. Those rational benefits were then translated by the planning team to an emotive communication platform of “Ignite Your Passion With Touch”. We sought to motivate photography beginners and enthusiasts who are ready to make the foray into the DSLR domain. This communication seeks to demonstrate the ease and simplicity that photographers can enjoy with the EOS 650D.”
The campaign incorporating TV, print, point-of-sale and digital was shot on location around the United Kingdom in August 2012.
“The main protagonist in the communication is a professional photographer who experiences the magical moments of her colourful childhood through the lens of an EOS 650D and the images that she shoots. The camera acts as a time machine to transport her to the secret garden of her childhood years. The song ‘Secret’ by One Republic was also selected and recomposed to enhance the experience” said Patrick Ng, Senior Art Director Hakuhodo Communications Asia.
Credits – Regional Executive Creative Director: Woon Hoh. Creative Director: Lionel Tan. Senior Art Directors: Patrick Ng, Tan Chang Pei Pei. Senior Copywriter: Satish Khattar. Group Account Director: Tanner Nagib. Associate Account Director: Akira Ashida.