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Canon EOS Cameras
Photography Beyond the Still

RAN IN: United States

CLIENT
Canon USA, Inc.

Tony Kano, Director/AGM
Michelle Fernandez, Senior Manager, Marketing
Rob Altman, Manager, Marketing

AGENCY
Grey *Lead Agency

Ari Halper, SVP Executive Creative Director
Steve Krauss, SVP Executive Creative Director
Eric King, Associate Creative Director
Stu Mair, Associate Creative Director
Rick Cusato, EVP Group Account Director
Melinda Hecht, VP Account Director
Ian Daly, Senior Planner


MediaCom

Samantha Baharvar, Director


SUMMARY

Canon was locked in an arms race with its closest competitor, Nikon, for dominance in the DSLR camera category and had fallen behind. Canon had a compelling new featurefull HD videobut how to get consumers to look at the functionality of their product in an entirely new way? "Beyond The Still"generated excitement and buzz for a new capability that led to a 10-point leap in dollar market share, reclaimed Canon's #1 position, and spearheaded a visionary user-generated video contest that generated more than 57 million media impressions.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Print, PR, Events, Consumer Involvement

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to brand influencers, Speak to boomers, Speak to Young Men,Speak to Young Women, Speak to Families,Speak to Mothers,Speak to Fathers

Type: Business to Consumer

Classification: National

Language: English