2010 Winners & Shortlists

GREAT STORIES BEHIND GREAT PICTURES

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Client/BrandCANON MIDDLE EAST
Product/ServiceDIGITAL CAMERA
EntrantPHD Dubai, UNITED ARAB EMIRATES
Type of EntryMedia: Use of Media
CategoryBest Use of Digital Media (Including Internet, Mobile Devices, etc)
Entrant Company:PHD Dubai, UNITED ARAB EMIRATES
Media Agency:PHD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

In six weeks, over 25,000 photography enthusiasts visited the section, viewing some 150,000 images made possible by Canon. Thanks to a total of over 675,000 views and over 3,000 interactions (comments and ratings), Canon created high engagement levels in line with its positioning. Using the EXIF data led us to create an immersive media property and a rich brand experience, allowing Canon to communicate directly with its users and helping them shine with others. Until then, Canon was a predominently traditional advertiser here and this experience is proving to be a turning point.

Creative Execution

We created an application to read the EXIF data of all shots posted on Ikbis and selected all those taken with a Canon camera. Thery appeared in a branded section on the site, specifiying the model used, inviting Ikbis members to comment or imagine the story behind the picture. The section was with highlighted throughout the site. On a special micro-site, we featured a collage of the best pictures as voted by Ikbis member, as well as photography lessons provided by Canon. An email shot through the Ikbis database drew attention and traffic to the operation. Rich media banners featuring selected images from the micro-site ran on various social networking websites as well as ad networks to amplify the campaign.

Insights, Strategy and the Idea

Digital photography is a popular hobby: 20% of the region’s Internet users post pictures online. These pictures carry a digital signature (EXIF data), detailing various technical aspects of the shot and the camera used. To illustrate Canon’s positioning of telling stories, we decided to use this information to engage consumers and help them tell their stories. This was designed to differentiate Canon from other brands competing in a cluttered category with technical features, using a more emotional approach. We executed the world’s first EXIF data-targeted campaign in partnership with the region’s largest photo-sharing community, Ikbis.

Credits

Name Company Position
Munther Ayache Canon Marketing Communications Specialist
Amit Raj PHD Director - Planning
Jassim Ali PHD Director- Digital