Nikon Promo, Case study HELICOPTER BOYZ by DDB Tokyo

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Japan
Agency DDB Tokyo
Director Hideyuki Tanaka
Executive Creative Director Tohru Tanaka
Producer Atsuki Yukawa
Account Supervisor Taiichiro Aruga
Editor Masaya Yoshida
Released September 2009

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: COOLPIX S1000PJ
Date of First Appearance: Sep 30 2009 12:00AM
Entrant Company: DDB JAPAN, Tokyo, JAPAN
Entry URL:
President/Chief Executive Officer: Takashi Takeda (DDB Japan)
Executive Creative Director: Tohru Tanaka (GT Tokyo)
Creative Direction/Concept/Copywriting: Naoki Ito (GTTokyo)
Director: Hideyuki Tanaka (Framegraphics)
Producer: Atsuki Yukawa (Rock'n Roll Japan)
Choreography: Kaoruko
Music: Dj Tasaka
Client Supervisor: Yuko Okada (Nikon Corporation)
Client Supervisor: Kazukiyo Sugiura (Nikon Corporation)
Group Account Director: Taihei Hayama (DDB Japan)
Production Management: Takeshi Sekine (Rock'n Roll Japan)
Agency Producer: Takayuki Rokutan (GTTokyo)
Camera: Nobunari Fujimoto
Lighting: Shigetaka Yonezawa
Set Designer: Tateo Yanagimachi
Stylist: Hanako Saito
Editor: Masaya Yoshida
Integrated Communications Planning Director: Isao Watanabe (DDB Japan)
Account Supervisor: Taiichiro Aruga (DDB Japan)
Media placement: Viral Video - YouTube - 30/09/2009
Media placement: Viral Video - Youku - 14/10/2009
Media placement: Viral Video - Tudou - 14/10/2009
Media placement: Viral Video - - 20/11/2009
Results and Effectiveness
Launched in Q4 2009, the results for this campaign exceeded expected benchmarks. •The Helicopter Boyz achieved 30,000+ views in the first 10 days (data from YouTube access information)•With more than 150,000 views in less than 2 months. (data from YouTube access information)•The Helicopter Boyz has been featured in 20,000+ blogs, in multiple languages (data from Google Analytics)•In Japan alone, this campaign delivered $650,000+ in PR exposure. (Nikon internal media value evaluation)
Creative Execution
The Helicopter Boyz Campaign is powered by an experiential online video and social networking campaign. The Helicopter Boyz video features two young boys dancing and entertaining an audience and projecting photos from multiple cameras that are strapped to their bodies. In addition to being distributed on 4 file-sharing sites, including YouTube and Youku (in China), the blogosphere and social media networks were targeted as a way to drive engagement and awareness of the Helicopter Boyz video. The youth and playful nature of the Helicopter Boyz is designed to combat the more traditional image that some camera buyers may have of the Nikon brand.
Insights, Strategy & the Idea
The digital camera market is a highly commoditised place where consumers tend to make their buying decisions by price per pixel. New products are introduced on average every 6 months making it difficult for a new product to truly stand out. With the launch of the Coolpix S1000pj there was a real opportunity to re-frame the marketplace discussion. As the world’s first compact digital camera with a built-in projector – the S1000pj itself created the insight that drove the campaign, a camera that changes the photo sharing experience, it’s not about technology – it’s about enabling the ability to share a unique experience. The Helicopter Boyz campaign delivers a unique and shareable experience.