Winning Presentation - EACA International School of Advertising and Communication | 2012 Competition | Client: Nikon | Product: D3200 Connectivity Brief: Establish the Nikon D3200 Connectivity as the number one DSLR choice amongst the target audience. Position as 'easy to use' camera for everyone.

1. D3200
CONNECTIVITY
EACA: AMSTERDAM
13/07/2012

2. THE PITCH
AGENDA
‣ INTRODUCTION
‣ AGENDA
‣ THE BRIEF
‣ COMMUNICATION MODEL
‣ INSIGHTS
‣ WE ARE NIKON CAMPAIGN
‣ MEDIA PLAN
‣ MEASURING EFFECTIVENESS
‣ CONCLUSION

3. THEBRIEF

4. THE BRIEF
WHAT YOU ASKED US TO DO
‣ PRODUCT
NIKON LAUNCHED THE NEW NIKON D3200 DSLR
CAMERA WITH CONNECTIVITY FEATURE.
‣ TARGET GROUP
COUPLES BETWEEN 24-45 YEARS OF AGE WITH YOUNG
CHILDREN (6 -12 ys).
‣ MARKET
EUROPE.

5. THE BRIEF
WHAT YOU ASKED US TO DO
‣ CHALLENGE
ESTABLISH THE NIKON D3200 AS THE NUMBER ONE
DSLR CHOICE AMONGST THE TARGET AUDIENCE.
POSITION AS "EASY TO USE" CAMERA FOR EVERYONE.
‣ GUIDELINES
IN LINE WITH THE "I AM" CAMPAIGN AND BRAND IMAGE.
‣ BUDGET
CREATIVITY OVER BUDGET - NO BUDGET CAP.

6. COMMUNICATION
MODEL

7. COMMUNICATION
THE MODEL
NEW NIKON CAMPAIGN
EMOTIONAL CONNECTION
BETWEEN NIKON + AUDIENCE
EASE IMAGE
PRICE NEED
OF USE QUALITY
UPGRADE SWITCH
#1 DSLR AWARENESS FOR
IN TARGET GROUP CONNECTIVITY FEATURE

8. COMMUNICATION
THE MODEL
NEW NIKON CAMPAIGN
EMOTIONAL CONNECTION
BETWEEN NIKON + AUDIENCE
EASE IMAGE
PRICE NEED
OF USE QUALITY
UPGRADE SWITCH
#1 DSLR AWARENESS FOR
IN TARGET GROUP CONNECTIVITY FEATURE

9. INSIGHTS

10. INSIGHTS
KNOW WHAT YOU'LL GET
‣ ONLINE SURVEYS
‣ SAMPLE SIZE: 55 PEOPLE
‣ WHAT WOULD MOTIVATE YOU TO BUY A NIKON DSLR 3200 CONNECTIVITY?

11. INSIGHTS
IT'S ALL ABOUT THE STORY BEHIND
"A STORY IS BIGGER THAN A MOMENT, A MOMENT
BIGGER THAN A PICTURE"
- UNKOWN
"EMOTION CREATES RELEVANCE. RELEVANCE LEADS TO
PERSONAL INVOLVEMENT."
- PETTY ET AL. 1979

12. INSIGHTS
THE LOVE OF SHARING
"THERE IS NO JOY IN POSSESSION WITHOUT SHARING"
- ERASMO DA ROTTERDAM

13. INSIGHTS
THE LOVE OF SHARING
"IN 2006 TIME MAGAZINE NAMED
YOU PERSON OF THE YEAR. YOU
CONTROL THE INFORMATION AGE."
- HARVARD BUSINESS REVIEW 2008

14. INSIGHTS
EVERYBODY DESIRES ATTENTION
"IN THE FUTURE, EVERYONE WILL BE WORLD-FAMOUS
FOR 15 MINUTES."
- ANDY WARHOL
"ADVERTISING = FAME." "FAME WORKS."
- SIR JOHN HEGARTY - DIETMAR DAHMEN
"PEOPLE LOVE TO BE FAMOUS."
- DIETMAR DAHMEN

15. WE ARE NIKON
CAMPAIGN

16. ALL THE FOLLOWING IMAGES WHERE
TAKEN BY NON-PROFESSIONALS USING
THE NEW NIKON D3200 CONNECTIVITY.
NONE OF THESE IMAGES WERE A
SUBJECT TO POST-PRODUCTION.
FOR MORE INFORMATION GO TO
www.we-are-nikon.com

17. GREAT MOMENTS DON'T FIT INTO POCKETS....

18. GREAT MOMENTS DESERVE TO BE CAPTURED IN
THEIR ENTIRE BEAUTY...

19. ...THEIR FULL COLOR RANGE...

20. ...THEIR UNIQUE PASSION...

21. ...'CAUSE THAT'S WHAT MAKES THEM IMMORTAL.

22. MEMORIES ARE NOT JUST A MOMENT IN TIME...

23. THEY ARE A PLACE TO TRAVEL BACK TO...

24. ...OVER AND OVER AGAIN.

25. THEY ARE A SAFE HAVEN...

26. ...A PLACE OF BEAUTY, EMOTION...

27. ...OF HAPPINESS, COMFORT AND LOVE.

28. AND IF YOU DON'T TRAVEL IN TIME ALONE,
THOSE MEMORIES WILL BECOME STORIES...

29. ...STORIES, YOU'LL LOVE TO SHARE.

30. MORE IMPORTANTLY, STORIES OTHERS WILL
LOVE TO HEAR...

31. ...SHARE AGAIN...

32. ...TELL FRIENDS, FAMILY.

33. STORIES THEY'LL LAUGH AND CRY ABOUT.

34. IT IS THESE STORIES WHICH WILL COME ALIVE,
REMAIN UNFORGETTABLE.

35. THAT'S WHY - AT NIKON - WE WORK OUR ARSES
OFF TO MAKE TAKING...

36. ...BUT ESPECIALLY SHARING PICTURES, AS
SIMPLE AS POSSIBLE.

37. EASY FOR EVERYONE!

38. 'CAUSE IT'S NOT JUST A PICTURE WHICH YOU
SHARE:

39. IT'S A FEELING...

40. ...AN EMOTION...

41. ...A MOMENT IN TIME...

42. ...A SMILE AND A TEAR.

43. YOU SHARE YOUR STORY.

44. YOU SHARE YOUR LIFE...

45. ...YOUR WORLD.

46. YOU SHARE THEREFORE I AM.

47. YOU SHARE THEREFORE I AM.

48. THE NEW
NIKON D3200 CONNECTIVITY
I AM YOUR NIKON.

49. MEDIAPLAN

50. MEDIA
TVC
PLAN
APP
TVC PRINT DIGITAL PACKAGING
1) EMOTIONAL CONNECTION BETWEEN NIKON + AUDIENCE
2) AWARENESS FOR CONNECTIVITY FEATURE
EASE IMAGE
PRICE NEED
OF USE QUALITY

51. TELEVISION
LAUNCH: TVC
YOUR
PICTURE
COULD BE
HERE!
FOR MORE INFORMATION GO TO: www.we-are-nikon.com

52. PRINTADS

53. PRINT ADS
LAUNCH: BILLBOARD
YOUR
PICTURE
COULD BE
HERE!
FOR MORE INFORMATION GO TO: www.we-are-nikon.com

54. I AM STEVE'S
BILLBOARD

55. PRINT ADS
LAUNCH: MAGAZINE
YOUR
PICTURE
COULD BE
HERE!
FOR MORE INFO GO TO: www.we-are-nikon.com

56. PRINT ADS
MAGAZINE

57. THE
PACKAGING

58. THE PACKAGING
CUSTOMIZED DESIGN
?

59. DIGITAL
COMPONENT

60. DIGITAL COMPONENT
www.we-are-nikon.com
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61. MEASURING
EFFECTIVENESS

62. MEASURING EFFECTIVENESS
5 STATISTICS
‣ COMPARE MARKETS
SIMILAR MARKETS, DIFFERENT LEVEL OF PENETRATION
‣ SALES VOLUME + VALUE
COMPARE PAST - PRESENT - FUTURE
‣ MARKET SHARE MEASURED BY VOLUME + VALUE
COMPARE PAST - PRESENT - FUTURE
CONSIDER COMPETITION

63. MEASURING EFFECTIVENESS
5 STATISTICS
‣ SOCIAL ANALYTICS
UPLOADS - LIKES - (UNIQUE) VIEWS - SHARES...
‣ PR RESONANCE
COMPARE WITH EUROS WORTH OF PR EXPENDITURE
‣ CONTROL FOR EXTERNAL VARIABLES
COMPETITOR BEHAVIOR, PRICE DEVELOPMENTS,
ECONOMICAL SITUATION, UNRELATED PR...

64. CONCLUSION

65. CONCLUSION
WHY IT WILL WORK
‣ MY-VERTISING
CUSTOMERS ARE HEROS OF THE CAMPAIGN.
‣ USE-VERTISING aka PEER-RECOMMENDATIONS
EVERY PERSON FEATURED IN CAMPAIGN INDIRECTLY
IMPLIES TO HAVE BOUGHT A D3200
‣ I AM...
NEATLY TAKING THE "I AM CAMPAIGN" TO NEXT LEVEL.

66. CONCLUSION
WHY IT WILL WORK
‣ CONNECTIVITY FEATURE
NOT BRANDED FOR D3200 EXCLUSIVELY, BUT PROMOTED
AS NEW ADDITION TO NIKON'S PRODUCT RANGE.
‣ LINE EXTENSION
CAMPAIGN CAN BE USED FOR ANY FUTURE DSLR
MODELS.
‣ VIRAL POTENTIAL
FIRST EVER TVC / BILLBOARD,... WITHOUT IMAGERY.

67. THANKS!
THANKS!