Picturetown by McCann New York for Nikon

Adsarchive » Outdoor , Ambient , Digital , Case study » Nikon » Picturetown


Pin to Collection
Add a note
Industry Photo & Video Cameras, Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Digital, Interactive & Mobile, Case study
Market United States
Agency McCann New York
Creative Director Ingrid Ducmanis, Tom Newsom
Account Supervisor Kristy Hunston
Released March 2007


London International Awards 2008
Digital Media - Silver

Credits & Description

Company: McCann Erickson, USA, New York
Music Producer: Mike Boris
Chief Creative Officer: Joyce King Thomas
EVP, Executive Creative Director: BILL OBERLANDER
Senior Creative Director/Copywriter: Larry Platt
Senior Creative Director/Art Director: Tom Sullivan
Executive Producer: Kathy Love
Group Managing Director: Kevin Scher
Management Supervisor: Danielle Ethier
Account Supervisor: Kristy Hunston
Broadcast Business Manager: Paulette Reiner
Company: MRM Worldwide, USA, New York
Creative Director: Ingrid Ducmanis
Creative Director: Tom Newsom
Account Management: Jennifer Pasiakos
Project Manager: Randy Herrera
Print Producer: Agatha Maciejewski
Objective: 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."
Development: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.
Relevance: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.
Outcome/Results: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.