Marketing Campaign

Marketing Campaign

Your Second Shot, 2010, USA

Overview

In October 2010, Canon U.S.A. deployed an advertising campaign named "Your second shot". This project was to help consumers recreate and recapture their lost moments. Canon aimed to use this campaign to introduce and advertise its advanced camera technology – HS system. It did not only create a media buzz but also help canon to enhance its brand image as well as increase in sales.

Objective

It is an online project brought people back to the original places where their photo were taken wrongly and re-recorded their memories through Canon super shot camera carried with HS system. It helped Canon to effectively communicate a relatively small product feature to the audience impressively. Consequently, it aided to promote and increase sales of new models with the HS system.

Target Audience

The HS System

The Canon HS SYSTEM, available in the new PowerShot G12, S95, SD4500 IS and SD4000 IS Digital cameras, combines the DIGIC 4 Image Processor with a High-Sensitivity sensor. The HS SYSTEM helps to reduce noise at high ISO levels and expand the camera's dynamic range, ultimately capturing greater detail and color in images in low-light situations. By boosting the camera's dynamic range, consumers are able to capture clearer images with less noise and blur than older camera systems. Due to the Canon HS SYSTEM's higher light sensitivity, it helps deliver brilliant, sharp images without the use of the flash, for a more natural look in photographs.

Success of the "Your Second Shoot"

Integrated Marketing Communications (IMC)