This document provides a case study on the GoPro Hero 5 action camera. It briefly outlines GoPro's history as a maker of wearable cameras founded in 2002. It then discusses the evolution of GoPro cameras from early models to the Hero 4, highlighting its key features like 4K video recording and wide angle lens. The document also summarizes two of GoPro's main rival products, the Sony Action Cam, comparing their usability, image quality, and other features. Finally, it outlines a pre-production schedule for a GoPro case study project and discusses potential advertising strategies focusing on portraying the camera as an easy to use device for capturing life's adventures.
2. Brief History
Founded in 2002 by Nicholas Woodman, GoPro is the maker and creator of the world’s most
versatile camera. Enabling its users to capture and share their most passionate, exciting moments
in professional high-definition videography and photography. Capitalizing on traditional advertising,
content marketing, and social media, GoPro built a ritualistic fan base in sports enthusiasts,
professional athletes, and media production professionals. GoPro’s professional line of wearable
and gear mountable cameras are used more collectively compared to any other camera in the
market today making it one of the most innovative and successful
cameras in the world.
3. Brief History
In 2002, Nicholas Woodman created the idea of the wearable camera. The evolution occurred when the camera was moved
from the wrist to an apparatus that can be attached to any device. GoPro became the first company that solved the issue of
how do you captured images and video when people are in their moments of excitement; where it is just too inconvenient
to hold the camera or a phone.
The first GoPro was introduced to the market in 2004 along with the first digital GoPro in 2005. Since then, The GoPro
camera has evolved from HD Hero to HD Hero 3+ and HD Hero 3+ Black Edition and Hero 4 silver and black.
The new HD Hero 4 black edition include key competitive features such as 4K ultra high definition resolution, shooting 12MP
photos at 60 frames per second video. It has a super wide angled lens that operates efficiently in low light mode and has
built in Wi-Fi with remote. The lightweight and design of the HD Hero 4 makes it easy to take anywhere.
The camera interphase is simple for the user to negotiate. Attachments are versatile and customizable and free editing
software is provided by GoPro for those who want to edit their media footage. The new GoPro creates opportunities in
brand new markets and consumer sectors outside the realm of only sports.
4. Rival Products
Sony Action Cam
The Sony Action Cam is a cylinder, lightweight,
rough-and-tumble, wearable camera for recording various
adventures. It can shoot video at up to 1080p at 60 frames per second (or 720p at 120fps),
and at a bitrate of up to 50Mbps.
General Usability
Sony's menu system is just a bit more intuitively laid out than GoPro's, and it's way easier to
navigate because Sony has two navigation buttons (up and down) to the GoPro's one. That
makes a pretty big difference. Unfortunately, the advantages end there.
5. Rival Products
Sony Action Cam
General Usability
The record button on the Sony is much tougher to press than it is on the GoPro. And because
the recording indicator light is on top of the camera, if you're looking at the Sony straight on
(which you will be if you're surfing, or doing anything where it's pointed back at you), it is
impossible to tell whether it's rolling. Even if you can get a top-down view, the light is so dim
that you can't tell if it's on or not in daylight (even on an overcast day!), and Sony's record
sound is too quiet to be heard through the waterproof case in most environments.
6. Rival Products
Sony Action Cam
Image Quality
Sony has the option of a couple different color modes, but the default is Vivid, which is what
we used for our testing. The Sony really saturates colors a lot and skews pretty cool, which
makes the blues in the sky pop. prefer the slightly warmer GoPro, which looks a little more
natural, but ultimately, it boils down to personal preference, and you may gravitate toward
vibrancy.
7. Pre-Production
Week Number Activity
Week 1 Produce Pre-production and
case study on GoPro
Week 2 Look at GoPro print adverts and
make my own
Week 3 Create Web and Bus Ads
Week 4 Create TV Advert
Week 5 Evaluate Product
Week 6 Pitch Product
8. Advertising
My goal is to present the action camera as an easy, operable,
portable device that can be carried and utilized similar to a
smart phone.
This will eliminate a major consumer problem of carrying too many image capturing
devices while traveling. Advertising efforts will be directed towards disseminating the
message, “this is your life, join the fun...GoPro” along with more travel based content.
In the past, celebrity endorsements have been utilized to advertise and market GoPro
products with success. Celebrities such as pro race car driver Ken block, pro surfer
Kelly Slater, and pro snowboarder Shaun White has built a brand culture with great
followings. I plan to showcase the GoPro Hero 5 at extreme sports events.
