Canon DM PHOTOCHAINS by Leo Burnett Sydney

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Australia
Agency Leo Burnett Sydney
Director Daryl Ward
Executive Creative Director Jay Benjamin, Andy Dilallo
Art Director Kieran Antill
Designer Masataka Kawano
Photographer Sean Izzard Photography
Released May 2009

Credits & Description

Category: Traffic & Brand Building
Product/Service: EOS DSLR CAMERA
Date of First Appearance: May 8 2009 12:00AM
Entry URL:
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Executive Creative Director: Jay Benjamin (Leo Burnett Sydney)
Creative Group Head/Writer: Michael Canning (Leo Burnett Sydney)
Art Director: Kieran Antill (Leo Burnett Sydney)
Digital Creative Director/Design: Kieran Ots (Leo Burnett Sydney)
Group Account Director: Amanda Quested (Leo Burnett Sydney)
Account Director: Jodi McLeod (Leo Burnett Sydney)
Director: Daryl Ward (Curious)
Photographer: Sean Izzard (The Pool)
TV Producer: Rita Galiardi (Leo Burnett Sydney)
Head of Digital: Dominique Hind (Leo Burnett Sydney)
Digital Producer: Tristan Parker (Leo Burnett Sydney)
Developer: Nick McGrath (Leo Burnett Sydney)
Interface Developer: Keong Seet (Leo Burnett Sydney)
Designer: Masataka Kawano (Leo Burnett Sydney)
Media placement: TV - Ch 10 - 8th May
Media placement: Website - Web - May 8th
Media placement: Online Banners - Web - May 10th
Media placement: EDM - Web - May 8th
Media placement: PR - National Australia - May 8th
Media placement: Blog - Web - May 8th
Media placement: Outdoor - Sydney - Oct 11th

Describe the brief/objective of the direct campaign.
Our brief was to promote Canon EOS, a leading brand of DSLR cameras. However, because Canon EOS targets a variety of skill levels within the photography community, we had to create a promotion which would be appealing to all levels – from beginners, to more advanced photographers.

Explain why the creative execution was relevant to the product or service.
Our first step was to create a photochain, which we showcased in national television, print and online advertising. This directed people to the photochains website, where they could upload photos to continue the chain we had started. Once online, people could also start their own photochains, or join those created by others. People soon became the medium for the campaign, inviting friends, family and colleagues to join their photochains. As the photochains network grew, we ran real photochains and the photographers who had created them, in our national advertising. This constantly showcased the live network of photochains, integrating the growing community with the advertising itself, as a way to constantly attract a growing audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was ‘EOS Photochains’ - A new way for people to be inspired, that would literally spread from one photographer to the next as a new creative experience. By transforming photography from something people traditionally do on their own into a unique way to connect with others, Photochains is growing as its own social network of photography, and a new creative experience. Our desired outcome was to create an idea that photographers would embrace in their everyday lives, grew a new community of photography online, and was inextricably linked with the Canon EOS brand. Photochains was created by integrating the advertising, live photochains network and photographers as one:

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Photochains is now growing as its own social media platform which continues to grow with every photo, as a way for Canon EOS to be a brand which stands for creative inspiration. Photochains has created a new way for photographers to connect through photography, as well as a new dialogue between Canon EOS and the photographic community: - 94 photos uploaded every day since launch, which is 4 photos an hour - 12 minutes average time on website - Over 20,000 photos uploaded from around Australia to date - Canon EOS has risen to a record 67% market share in Australia since launch