canon brief

Canon: Fighting for the Love of Photography

S ta r t Dat e : J a n ua r y 2013

Driven by an interest in learning/practicing the different roles

Canon faces declining sales in compact cameras

of agency life, I was challenged by a planner to address an

due to rising technology in smartphonesthis is a brief [in progress] of how Canon can capitalize on the popularity of smartphone photography.

enjoy!-Kellock

issue of a brand I admire:

Canon: Fighting for the Love

taKe tHe neXt SteP

DrIVe COnSuMer SaLeS By tarGetInG uSerS OF MOBILe aPPS

Create StrOnG BranD COnneCtIOn WItH neW COnSuMerS

Get a CaMera In tHe COnSuMerS HanD

1. FLOODGATES ARE OPEN THANKS TO SOCIAL NETWORKS LIKE INSTAGRAM WHERE THE VALUE OF A GOOD PHOTO HAS SKYROCKETED. USERS HAVE ALSO BEEN PRIMED TO PHOTOGRAPHY AND THE ART OF CAPTURING A MOMENT AND SHARING IT. NOW WE WANT THEM, AND THEY WILL NATURALLY, WANT MORE.

2. THIS IS A MATURE INDUSTRY WHERE MOST BUYERS (PAST, PRESENT, FUTURE) ARE EITHER UPGRADING OR ADDING A 2ND TO THE HOUSEHOLD. IF WE CREATE CONNECTION WITH THEM NOW, IT MEANS FUTURE SALES DOWN THE ROAD 3. STARK DIFFERENCE BETWEEN A PHONE IN YOUR HAND AND A CAMERA IN YOUR HAND, WE WANT THEM TO FEEL THE RUBBERIZED GRIP, THE TITANIUM BODY. CREATES LASTING SENSATION. HARD TO IGNORE

PRESENTATION DIALOGUE


ISSue

IMaGInG teCHnOLOGy In SMart PHOneS IS IMPrOVInG, WHILe tHe SaLeS OF COMPaCt CaMeraS are DeCreaSInG

are SMart PHOneS tHe COMPetItIOn?

BIGGER QUESTION, ARE THEY LOSING REVELANCE?

INDUSTRY WIDE CAMERA SALES SAW 25% DROP B/W AUGUST ‘11-’12 CONSUMERS TAKING PICTURES WITH PHONES INCREASED 10% (NPD)

BOTTOM LINE IS SMARTPHONES ARE TAKING COMPACT CAMERAS BY A STORM

PRESENTATION COPY


MarKet trenD

VOLuMe OF SaLeS v. VaLue OF SaLeS

SMart PHOneS are tHe LaunCH PaD

1. RESEARCH/REPORTS INDICATE THAT WHILE THE NUMBER OF CAMERAS SOLD HAVE DROPPED OVER THE YEARS, THE REVENUE FROM CAMERAS HAS REMAINED STEADY (GFK RESEARCH) (CANON POSTED INCREASED DSLR DEMAND Q2 , DROP IN Q3, EXPECTED INCREASE DEMAND FOR Q4, ENGADGET)CANON ANNUAL REVIEW REPORTED GROWTH IN SALES IN DSLR CAMERAS DESPITE SETBACKS FROM ‘11 DUE TO THAI FLOODS

2. WE INTERPRET THIS TO MEAN LESS PEOPLE ARE BUYING MORE EXPENSIVE CAMERAS. THERE SEEMS TO BE A SHIFT IN INTEREST TOWARDS A BETTER PRODUCT. A BETTER PHOTO. 3. FITS THE MOLD OF OUR TARGET AUDIENCE…MILLENNIALS



THE TARGET

MILLenIaLS | aGeS: 18-33 | a GeneratIOn tHIrStInG FOr VaLIDatIOn tHrOuGH tHe LenS OF SOCIaL netWOrKSBIG | InFLuentIaL | DIGItaLLy unIQue

• 75% OF WORKFORCE IN 2025• 74% REPORT INFLUENCE ON PURCHASE DECISIONS OF OTHERS• ONLY KNOW WORLD WITH INTERNET/SMART PHONES. UNDERSTAND SOCIAL CURRENCY OF GOOD PHOTOS



PerSOna: tHe reStLeSS

FOLLOWInG tHeIr HeartS IS aPPrOPrIate tHan FOLLOWInG FOOtStePS

tHey DeSIre eMOtIOn ratHer tHan COnVentIOn

WILLInG tO Pay a PreMIuM FOr a HIGHer QuaLIty GOOD

• SHOP BOUTIQUE OVER MACYS, TRAVEL GUATEMALA OVER CABO, DRINK LA COLUMBE OVER STARBUCKS



PerSOnaS: tHe reStLeSS

DeMOGraPHICaLLy, Our tarGet HaS tHe MeanS anD DeSIre tO eXPLOrePSyCHOGraPHICaLLy, tHey’re SeeKInG FOr SOMetHInG MOre tHan a HaSHtaGtHey’LL neVer FuLLy Be aBLe tO COMMunICate tHe eXPerIenCe tHey HaD, But a PHOtO JuSt MIGHt

• PHOTOS ON SOCIAL NETWORKS TOO OFTEN SINK IN NEWS FEED QUICKSAND• FOR A TARGET LOOKING TO EXPRESS HUGELY INFLUENTIAL MOMENTS, CAN BE LET DOWN• CAMERA CAN JUSTIFY SPEAK TO MOMENTS



PerSOnaS: tHe eXPeCtInG

On tHe VerGe OF WeLCOMInG SOMeOne neW tO tHeIr LIVeS

an antICIPateD MOMent

• TRANSFORMATIONAL MOMENT THAT BRINGS PEOPLE, BEYOND THOSE DIRECTLY INVOLVED, TOGETHER• WANT TO FEEL THE SAME TINGLES OF THAT MOMENT 30 YEARS LATER



PerSOnaS: tHe eXPeCtInG

BeCauSe tHIS PerSOn DeSerVeS MOre PIXeLStHIS PerSOn DeSerVeS MOre: tIMe, attentIOn, eFFOrt, PIXeLS


InSIGHt

DIFFerenCe In eXPeCtatIOn

a PHOtO On yOur PHOne IS an aCt OF DISenGaGeMent

a PHOtO On yOur CaMera IS an aCt OF COMMItMent

(PHOne=reaCtIOn) (CaMera=aCtIOn) v.1.

GeneratIOn WHO WOuLD ratHer Be Seen aS unIQue tHan a SHeeP

SMartPHOne OFFerS aBILIty tO IMMeDIateLy SHare eVen tHe MOSt MunDane, But IS LIMIteD tO tHe IMMeDIate

PHOtO IS LOSt tO tHe neWSFeeD QuICKSanD

BeCOMeS IrreLeVant MOMentarILy

2.

In SCHOOL, WOrK, reLatIOnSHIPS, etC tHe OBJeCtIVe IS nOt tO err

PHOtOGraPHy IS aBOut MIStaKeS anD LearnInG, BeCOMInG Better

LIFe IS aLSO aBOut MaKInG MIStaKeS anD LearnInG, BeCOMInG Better

3.


Brand Value

yOur LIFe IS DeFIneD By yOur PerSPeCtIVe

STYLE IS IDENTITY. THE WAY YOU PUT THINGS TOGETHER. THE WAY YOU JUXTAPOSE THINGS. THE FOCUS OF YOUR PHOTO.

STYLE IS A TRAIT DEVELOPED OVER TIME, NOT AS A REACTION.

LIVE THROUGH YOUR OWN LENS



BranD VaLue: VaLue OF tHe MOMent JuStIFIeS Better teCHnOLOGy

THESE AREN’T JUST EXTRA TOYS, EXTRA RINGS ON YOUR FINGER. THIS IS THE TECHNOLOGY THAT SEPARATES A MEMORY FROM BEING ANOTHER SO-SO PHOTO, TO ONE THAT SPEAKS VOLUMES.



StrateGy StateMent

SMart PHOneS HaVe SParKeD an IntereSt In PHOtOGraPHy aMOnGSt MILLenIaLS SMart PHOneS HaVe aLSO DILuteD tHe art anD VaLue OF “PHOtOGraPHy”

We Want tO CeLeBrate tHe IntereSt,

WHILe (LIGHtLy ) COnDeMnInG tHe DILutIOn


StrateGy: CeLeBrate tHe IntereSt

BrOaDCaSt: CHrOnICLe PrOGreSS FrOM PHOne tO CaMera

PrInt:

DIGItaL InteraCtIVe: GeOtaG CHaLLenGe (FILM OPPOrtunIty aS WeLL)

SOCIaL MeDIa:

IDeaS FOr CreatIVe eXeCutIOn

DIGITAL INTERACTIVE: PEOPLE CAN UPLOAD THEIR GEOTAGGED PHONE PICS. CHALLENGING OTHERS TO GO/FIND THAT PLACE, NEAR OR FAR, AND TAKE SAME PICTURE BUT WITH CANON. CONNECT PEOPLE WITH SIMILAR INTERESTS, SIMILAR TRAVELS, SIMILAR EXPERIENCES AND A REASON/DESIRE TO RETURN. FB INTEGRATION E.G. NYC CITY HALL SUBWAY STATION, BASE OF MOUNTAIN AT SNOWBIRD, FIRST DATE RESTAURANT, VENICE BEACH OUTDOOR GYM, CA-1

COULD ADD SCVNGR GAMIFICATION ASPECTS TO WEBSITE



StrateGy: COnDeMn tHe DILutIOn

SOCIaL MeDIa: #WatereDDOWn

IDeaS FOr CreatIVe eXeCutIOn

THESE DAYS, THERE ARE BLOGS ABOUT EVERYTHING , FROM MITT ROMNEY’S STRAY HAIR TO PHOTOBOMBS TO MOCHA ART. PEOPLE SEEM TO ENJOY RIDICULING WHAT OTHER PEOPLE UPLOAD. #WATEREDDOWN IS A SIMPLE WEBSITE AND GUERILLA INSTAGRAM CAMPAIGN WHERE WE ENCOURAGE PEOPLE TO HASHTAG IN THE COMMENTS OF THEIR FRIENDS MUNDANE EVERYDAY PHOTOS (THAT PEOPLE SHOULD JUST BE LIVING) AS #WATEREDDOWN. THOSE TAGGED PHOTOS WOULD THEN BE UPLOADED TO THE WATERED DOWN PAGE. BY DOING A SOCIAL MEDIA CAMPAIGN, WE TIP TOE AROUND BROADCAST (WE DON’T WANT TO ALIENATE SMARTPHONE USERS! THEY’RE FUTURE SALES), BUT WE ACKNOWLEDGE THE ISSUE AT HAND, WHILE PROVOKING USERS TO STEP THEIR GAME UP. AND PEOPLE CAN MAKE FUN OF THE STUPID SHIT PEOPLE PUT UP



PrOPOSItIOn

Our GeneratIOn CraVeS VaLue, DeManDS tHe unIQue, anD aDMIreS PaSSIOn

tHIS IS a unIQue MOMent–traVeL, MarrIaGe, art–Our tarGet IS LOOKInG FOr aPPrOPrIate MeDIuM tO CaPture/HOnOr tHe SIGnIFICanCe

CanOn Can DO tHIS WItH tHe MarKet SMartPHOneS HaVe CreateD


CreatIVe DIaLOGue: COLLeCteD FrOM StranGerS, PHOtOGraPHerS, anD FrIenDS

“I’M tHrILLeD WHen I KnOW I CaPtureD SOMetHInG tHat Can teaCH Me aBOut MySeLF anD tHe OtHer PeOPLe In My LIFe.”

“Our WOrK [WHat We taKe PHOtOS OF] CHanGeS aS We DO, aS DO Our IntereStS, anD aBILIty tO unDerStanD PeOPLe”

“It HeLPS Me unDerStanD reLatIOnSHIPS BetWeen PeOPLe”

“tHe IDea IS tO Get It Out OF yOurSeLF, tO COMMunICate tHOuGHtS anD OPInIOnS, tO MaKe PeOPLe FeeL LeSS CraZy, LeSS aLOne.”

“a StILL IMaGe HaS tHe aBILIty tO MOVe. yOur Heart. yOur MInD”

“PICtureS reVeaL tHe MInDSet OF SOMeOne, tHeIr SenSatIOn”

It starts as a spark. An offhand moment that takes you by surprise and you say to yourself, “Hey, this is memorable.” And then it grows. You open your eyes and realize that these moments last. These moments stay with you and

speak volumes. Because even though they are still photos, they still have the ability to move you.

To move your heart. TTo move your mind.

These are the moments you’ll frame and hang in your first apartment. The moments that will take you back to that evening at the cliff. The moments that begin to define

why you are here, and what you have to say.

Live through your own lens

canon brief

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