THE DOUBLE IMPACT METHOD by Dentsu Inc. Tokyo for Canon

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THE DOUBLE IMPACT METHOD

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yasuo Baba
Producer Akira Nagao
Released August 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: CANON
Product/Service: EOS MOVIE
Creative Director: Yasuo Baba (Hoichoi Productions)
Exective Producer: Toichiro Shiraishi (Dentsu)
Exective Producer: Shinya Kumagai (Tokyo Broadcasting System Television)
Chief Producer/Strategist: Noriaki Kuramoto (Dentsu)
Producer/PR Planner: Shin Okamoto (Dentsu)
Producer: Akira Nagao (Tokyo Broadcasting System Television)
Line Producer: Susumu Nakazawa (Office Crescendo)
Communication Designer: Kentaro Kasama (Dentsu)
Publicist: Reina Aoki (Tokyo Broadcasting System Television)
Program Director: Yukiko Nagayama (Tokyo Broadcasting System Television)
Assistant PR Planner: Hideki Kuribayashi (Dentsu)
Account Exective: Satoshi Katayama (Dentsu)
Account Exective: Eisuke Tsujisaki (Dentsu)
Senior Account Exective: Keisuke Sanao (Dentsu)
Senior Account Exective: Masahiro Okoshi (Dentsu)
Media placement: Newspaper Publicity - Sponichi Annex - 24 September 2010
Media placement: Press Release - TBS(Tokyo Broadcasting System Television) - 12 October 2010
Media placement: Magazine Ad - Pia - 20 October 2010
Media placement: TV Spot - Yurakucho Hall(Capacity Of 700) - 1 November 2010
Media placement: Premiere Screening - TBS(Tokyo Broadcasting System Television) - 13 November 2010
Media placement: Newspaper Ad - Mainichi Shimbun - 15 November 2010
Media placement: TV Drama - TBS(Tokyo Broadcasting System Television) - 15 November 2010
Media placement: OOH - Q-Front Mega Media At Shibuya - 18 November 2010
Media placement: Product Exhibition Seminar - Inter BEE - 22 November 2010

Summary of the Campaign
"Canon’s digital single lens reflex camera, which is mostly used to shoot still pictures, can now make high-quality full-HD movies rather than film or VTR cameras." This fact has been widely known among movie professionals. However, general users don’t know even this. Recognizing the need to promote Canon, we were expected to create a new PR method to break this situation.
We decided to create a drama on a national TV network using Canon EOS Movie. By announcing this to the media and image industry, we aimed to create a buzz about the Canon EOS Movie in hope that others would be motivated to buy one.
We aimed to enlighten general users by using the "double impact method". First, the general users would watch the TV drama and raise their interest in the Canon brand. Then, they would be surprised to hear that the drama was shot using Canon EOS Movie.

The Situation
"Canon’s digital single lens reflex camera, which is mostly used to shoot still pictures, can take high-quality full-HD movies rather than film or VTR cameras."
This fact has been widely known among movie professionals. However they keep using their familiar equipment. Also we intended to spark an interest with the general public that Canon EOS Movie is new and available to all.
Recognizing this need to promote Canon’s new and exciting product, we were expected to create a new PR method to break this situation.

The Goal
The goal of the PR campaign was to spread the news among general DSLR users, that Canon had created a new "digital single lens reflex camera with the ability to shoot high-quality movies."
For that purpose, the first target was to inform movie professionals in the imaging industry and media. Through word-of-mouth, social media and publicity, professionals who were really fascinated with the ability of the Canon EOS Movie helped influence and generate interest with non-professionals - who effectively were the final target.

The Strategy
We decided to create a drama on a national TV network, which is Japan’s most popular picture entertainment, using Canon EOS Movie. In addition, many Canon products appeared as the key items in the story.
Moreover, by announcing this fact to the imaging industry and media, we aimed to raise their awareness and motivate the professionals to use Canon EOS Movie in a production environment, and create a buzz for the product for a wider audience.
We aimed to enlighten general users by a "double impact method". First, the general users watch the TV drama and raise their sympathy for Canon brand. Then, they get surprised hearing the news that the drama was shot using Canon EOS Movie.

Execution
By using EOS Movie, we created a sci-fi comedy drama called "Granddad is 25 Years Old". In this story, many Canon products such as EOS appeared as key items.
An active PR campaign brought about general DSLR users’ expectations for drama.
Drama was broadcasted by 20 terrestrial TV stations, and gained viewer’s interest for the Canon Brand (1st Impact).
Publicized through news releases and premiere screenings that the drama was shot using Canon EOS Movie, this generated buzz amongst professionals in the media and imaging industry. Finally, general users were surprised at the news and recognized the benefits of the camera (2nd Impact).
Overall, general users were impressed by the drama and became highly interested in the Canon brand. Then, they were surprised at the fact that the drama was shot using Canon EOS Movie. Finally they understood the new aspects of the DSLR camera. We succeeded to promote "double impact" as intended.

Documented Results
- The drama generated an estimated 10,000,000 viewers. Moreover, 83% of the viewers answered that they "liked" the drama.
- Many camera magazines, web-sites, general newspapers and TV programmes featured the drama, highlighting that it was shot using EOS Movie.
- Based on top-box figures, 19.2% among viewers "would like to use" the EOS compared to 6.5% among non-viewers. Moreover, top-2 boxes of "would NOT like to use" was 43% among non-viewers, while it decreases 16.3% among viewers. We succeeded in enlightenment for general users.