Ricoh Promo, Case study PHOTO ANIMATION CANVAS | RICOH by Dentsu Inc. Tokyo

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PHOTO ANIMATION CANVAS | RICOH

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Designer Yuichi Takatani
Producer Yusuke Tominaga, Kenich Seki
Released March 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: RICOH COMPANY
Product/Service: DIGITAL CAMERA-CX5
Agency: DENTSU
Creative Director/Planner: Akio Morita (Dentsu)
Planner: Yoriko Iida (Dentsu)
Account Excective: Kunihiko Monbu (Dentsu)
Producer: Yusuke Tominaga (AID-DCC)
Producer: Kenich Seki (AID-DCC)
Creative Director/Art Director: Yoshifumi Nakagawa (AID-DCC)
Designer: Yuichi Takatani (AID-DCC)
Flash Developer/Technical Director/Programmer: Masashi Ohashi (AID-DCC)
Technical Director/Programmer: Takanobu Izukawa (AID-DCC)
Imaging Director: Takeshi Nakamura (AID-DCC)
Html Corder: Masakazu Okuda (AID-DCC)
Project Manager: Yoko Minami (AID-DCC)
Post Production: (T601)
Sound Design: (Mitsuhoshi Co.)
Casting: (Morbido)
Coordinator: (Pronto!)
Media placement: Website - Website - 2 March 2011
Media placement: Yahoo.japan - Yahoo.japan - 9 March 2011

Summary of the Campaign
Ricoh is a popular brand among people who enjoy taking photos and have a creative mind. However, the penetration of smartphones had made their interest for digital camera low. To break this, we showed customers a new way of enjoying photos: 'making art with photos'.

People with creative minds tend to have a self-promotional mind. We could encourage word-of-mouth promotion on the web, if we made a place to create and exhibit their art.

The website shows crafts with photos, something which was never seen before.
The concept is 'Photo Animation × Canvas'.

We focused on one of the remarkable functions of the camera: photo animation.

We made a system for creating photo animations whereby the client uploaded multiple photos to the website. We named this photo animation 'fotocoma'.

To fuel their creative minds more, we made 500×500-cells-sized 'Big Canvases' where users could put their fotocomas up, like a big tapestry.

At the start, to show off the new way of enjoying photos, we put sample fotocoma's up, using the camera's zoom function.

Media and blogs picked up the site and brought creative users to the site to create their fotocomas. Because these creators promoted their photo animation by using both/either the built-in twitter function and/or their blogs, new users came to make their own fotocomas.

The result was that 46,000 people visited and recorded 400,000 views.

The Situation
Digital cameras are used as a tool for recording memories. But the penetration of mobile-phones and smartphones with built in high-spec cameras has eroded the digital-camera market.

Ricoh is a popular brand among people who enjoy taking photos and have a creative mind. Even those people are beginning to lose interest in digital cameras.

Ricoh’s brand-new camera CX-5 has functions for taking new types of photos in a way that's easy to operate, which may bring a new type of photo enjoyment.

The Goal
Because Ricoh is a popular brand for people who enjoy taking photos and have a creative mind, we aimed to attract them with the release of a brand-new camera, the CX-5, offering new ways of enjoying photos.

We tried to share a new way of enjoying photos - 'making art with
photos' - among creative people.

They have self-promotional minds. With this, we could encourage word-of-mouth promotion on the
web, if we made a place for people to create and exhibit their art.

The Strategy
Because Ricoh is a popular brand for people who enjoy taking photos and have a creative mind, we aimed to attract them with the release of a brand-new camera, the CX-5, offering new ways of enjoying photos.

We were challenged with destroying their stereotypical thinking - 'taking photos = recording' - and show a new way of enjoying photos: 'making art with the photos'.

Execution
The site was open from March 2nd to August 31st, 2011. We offered a website that shows art with photos, something which was never seen before. Promotions were on from the opening of the site.

Media and blogs picked up the site and brought creative users to create their photo animation. Because these creators promoted their photo animation by using both/either the built-in twitter function and/or their blogs, new users came to create their own photo animation.

Documented Results
As a result, on the website there were 1,301 photo animations with 30,000
photos, and 46,000 people who visited and recorded 400,000 views.