2016 Winners & Shortlists

Creative Execution

The campaign execution started with the launch of a Short Teaser Video on Canon Middle East Facebook page to engage with social media fans with raw footage from the main video shoot. To build on the impact of the Teaser, the Main campaign video was then published on Facebook page and was supported by Paid Media budget to increase its reach & visibility amongst Facebook users from the region. It was supported by images shared on Social Media from the Behind the Scenes of the Campaign Video shoot to inspire & encourage Fans to share their own user generated content.

Community Growth: Canon Middle East's Facebook Community increased by 36,281 Fans during the campaign period (December). Campaign Reach: The Main Campaign video received more than 3.7 Million Views on Facebook. The campaign reached more than 7.4 Million Users on Facebook, with more than 14 Million Impressions for the Campaign Content. Campaign Engagement: Total Engagement for the campaign content on Facebook was 820,000+ Interactions (Likes/ Comments/ Shares/ Clicks). Campaign Participation: Facebook Fans shared more than 800 User Generated Photos on our Activation Tab on Facebook. We collected user data of more than 600+ potential customers interested in the E0S 750D.

Canon wanted to re-introduce the EOS 750D DSLR camera in the Middle East & North Africa markets and leverage its social media community of 1 Million consumers in the region to build awareness about the product. Our challenge was to build an emotional connect with the Target Audience which is difficult as DSLRs are a crowded product segment with little to no differentiation amongst products. Based on preliminary research, a key insight was that currently, no competitors have leveraged creative storytelling to engage Consumers. Their messaging is still focused on on-ground events & traditional product communication. The Campaign Strategy was conceptualized to increase engagement, build awareness & encourage consumer participation. This strategy involved production of a creative video focusing on the Journey of the Camera through UAE, Morocco & Jordan showcasing the cultural highlights of the 3 countries. Facebook was the hub and main communication channel to promote the Video.