Nikon Promo, Case study ZOOM POSTERS by DDB Johannesburg

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market South Africa
Agency DDB Johannesburg
Executive Creative Director Gareth Lessing
Art Director Brendan Hoffmann
Copywriter Stuart Turner
Photographer Damon Hyland
Released August 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: NIKON
Date of First Appearance: Aug 5 2010
Entrant Company: DDB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Art Director: Brendan Hoffmann (DDB)
Copywriter: Stuart Turner (DDB)
Executive Creative Director: Gareth Lessing (DDB)
Photographer: Damon Hyland (Damon Hyland Photography)
Production Manager: Derrick Baney (DDB)
Media placement: Poster Campaign - 3 Posters - Camera Shops And Photography Expos - 1 July 2010

Insights, Strategy & the Idea
Objective: To communicate the zoom capability of the COOLPIX range without the need for a NIKON representative to be present at the demonstration.

Target audience: Photography enthusiasts and aimed at those interested in a compact camera with high capability.

Unique insight: That whenever someone tests a camera, the first thing they do is check the zoom. But many would rather not go through the hassle of asking the store assistant for help. They also are often indoors and thus objects to zoom up on, are limited. These posters gave the consumer the ability to experience the zoom capability in a unique and engaging way, independent of anyone else and regardless of whether they were indoors or not.

Relevance: To consumers because they could physically see the zoom capability in a tangible way.
To the client because the COOLPIX range has a uniquely powerful zoom function, despite their small size.

Creative Execution
To demonstrate the exceptional zoom capability of the NIKON COOLPIX Range, five shots were taken with each camera at increasing focal lengths. Consumers could experience the zoom of each camera by simply unfolding the final posters.

These were placed at camera stores and photography expos where potential consumers are flooded with the usual one-dimensional brochures and posters. Our interactive posters were effective in that they were different, unexpected and engaging within this environment and used the poster medium in a uniquely different way.

Results and Effectiveness
Many consumers engaged with the posters and they became talking points in themselves.

The communication was effective in demonstrating the zoom capability in an effective and fun way. This was a perfect fit for NIKON, which is a fun, yet highly functional brand.

The camera outlets where the posters were placed, reported that the COOLPIX range was the most inquired about in its category with 4 out of 5 people looking for a compact camera asking to see the COOLPIX range.