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
Canon: Fighting for the Love
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
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
PerSOnaS: tHe eXPeCtInG
BeCauSe tHIS PerSOn DeSerVeS MOre PIXeLStHIS PerSOn DeSerVeS MOre: tIMe, attentIOn, eFFOrt, PIXeLS
Canon: Fighting for the Love
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.
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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.
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
PRESENTATION DIALOGUE
Canon: Fighting for the Love
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
Canon: Fighting for the Love
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