Bronze: Canon Powershot submitted by Dentsu America
Canon USA has maintained sales leadership of the digital point and shoot camera market, yet 80% of US households now own a digital camera. New sales come from replacements, upgrades and additional family purchases. Canon wanted to create a deeper emotional connection with 20-39 year olds to maintain its share against brand loyalists. To do so, Canon created multi-platform partnerships with Fashion and Entertainment media around content where cameras would be flashing. This included Entertainment Weekly’s Entertainer of the Decade, Glamour’s holiday party fashions and Teen Vogue’s Fashion University where celebrities teach about a fashion career. The campaign paved the way to the critical Q4 sales period and helped Canon maintain its top brand position.
Canon USA has maintained sales leadership of the digital point and shoot camera market, yet 80% of US households now own a digital camera. New sales come from replacements, upgrades and additional family purchases. Canon wanted to create a deeper emotional connection with 20-39 year olds to maintain its share against brand loyalists. To do so, Canon created multi-platform partnerships with Fashion and Entertainment media around content where cameras would be flashing. This included Entertainment Weekly’s Entertainer of the Decade, Glamour’s holiday party fashions and Teen Vogue’s Fashion University where celebrities teach about a fashion career. The campaign paved the way to the critical Q4 sales period and helped Canon maintain its top brand position.