Nikon: Picturetown

Name	Position	Company
Ingrid Ducmanis	Creative Director	MRM Worldwide
Tom Newsom	Creative Director	MRM Worldwide
Jennifer Pasiakos	Account Management	MRM Worldwide
Randy Herrera	Project Management	MRM Worldwide
Agatha Maciejewski	Print Producer	MRM Worldwide
Joyce King Thomas	Chief Creative Officer	McCann Erickson
Bill Oberlander	EVP, Executive Creative Director	McCann Erickson
Larry Platt	Senior Creative Director/Copywriter	McCann Erickson
Tom Sullivan	Senior Creative Director/Art Director	McCann Erickson
Kathy Love	Executive Producer	McCann Erickson
Kevin Scher	Group Managing Director	McCann Erickson
Danielle Ethier	Management Supervisor	McCann Erickson
Kristy Hunston	Account Supervisor	McCann Erickson
Paulette Reiner	Broadcast Business Manager	McCann Erickson
Mike Boris	Music Producer	McCann Erickson

To promote the new Nikon D40 as a Nikon Digital SLR designed to make it easy for anyone to take an incredible digital picture. Since most people associate both Nikons and Digital SLR's with pros, we knew we'd have to overcome consumer intimidation. It wasn't enough to say, "easy-to-use" - we had to prove it. So we created a campaign around real people with little or no picture-taking experience getting in touch with their "inner photographer."

Crucial to pulling this off was finding the right town. We wanted a small place, with a diverse population and picturesque surroundings. What we could have never planned on was how welcoming the people of Georgetown were. The success of the project was determined in no small part by the incredible enthusiasm the participants brought to it. People with full-time jobs and families still found time to shoot tons of pictures and share them with us.

It's one thing to say "easy-to-use." It's another to show it. So we gave 200 D40s to ordinary people in Georgetown, South Carolina with almost no instruction and let the results speak for themselves. Participants and their photographs were used in print ads to show that anyone can take high-quality pictures. All the photographers' images are also featured in an interactive gallery on our microsite, where visitors can browse photos, discuss, and learn about the camera and its features.

Increased market share by 30%, reaching near equal share with its primary competitor, Canon. Increased purchase consideration, making Nikon the brand most likely to purchase across all main category competitors. Changed Nikon's perception from a 'complex camera' 'for professionals only' to a company making 'easy to use' cameras 'for everyone.' The website www.stunningnikon.com/picturetown generated meaningful entanglement with end users across all core content. 666,000 site visits from May 9th - July 31st, 2007. 9.5 million pictures viewed in total.