Canon: BEYOND THE STILL

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: CANON
Product/Service: CAMERAS
Agency: GREY NEW YORK, USA
Chief Creative Officer: Tor Myhren (Grey NY)
Executive Creative Director: Ari Halper (Grey NY)
Executive Creative Director: Stephen Krauss (Grey NY)
Associate Creative Director: Stu Mair (Grey NY)
Associate Creative Director: Eric King (Grey NY)
Art Director: Elinor Buchler (Grey NY)
Account: Rick Cusato (Grey NY)
Account: Chris Hinkaty (Grey NY)
Account: Melinda Hecht (Grey NY)
Account: David Prince (Grey NY)
Account: Melanie Rose (Grey NY)
Account: James McNamara (Grey NY)
Planner: Luiz Salles (Grey NY)
Director: Vincent Laforet (Grey NY)
Executive Producer: Nick Childs (Grey NY)
Producer: Madhuri Sharma (Grey NY)
Photographer: Chris Frazer Smith (Chris Frazer Smith Photography)
Describe the brief from the client:
The Canon Story Beyond The Still HD Video Contest was created to galvanise people to look at Canon DSLR cameras differently. To demonstrate how all Canon DSLRs are now Full HD video capable, giving everyone the ability to shoot moving photography with every frame as beautiful as a still photograph. Furthermore, the contest launched the new Canon EOS 7D, offering our savvier target of aspiring filmmakers a more affordable high-end DSLR, with the ability to shoot big screen quality films without the Hollywood price tag. This, coupled with a forum to showcase their filmmaking abilities, instantly won the hearts of this inspired target, providing them the perfect excuse to unleash their creative potential in a meaningful and rewarding way.
Describe how the promotion developed from concept to implementation:
To showcase Canon’s new HD DSLR cameras, Canon and Vimeo hosted the largest collaborative user generated film effort in history. Aspiring filmmakers were invited to pick up where the previous winning short film had ended, on an evocative photograph, and create a short film, providing their own story beyond the still. By the second month, participation had grown into the millions. Finalists were narrowed down by a star-studded jury, and the winning chapter was chosen by the world. The public quickly took notice of this unique contest through online media banners, viral seeding, movie posters, features on websites like Ad Critic, and chatter all across the blogosphere. Film schools even joined in, using the contest as part of their curriculum.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The first month alone spawned a tidal wave of entries, and Canon EOS 7D weekly sales exploded, increasing by 88% since the contest launched, making it the #1 selling DSLR in the world. Huge spikes in sales also spilled over to the Rebel T2i and 5D Mark II. In the wake of the contest, Canon DSLRs began to revolutionise the industry. Touted in Boards Magazine as a growing choice among commercial directors; used to film episodes of Emmy-winning FOX shows, “24” and “House”; and are now even taking the place of full length feature cameras for Indie and Hollywood films.
Explain why the method of promotion was most relevant to the product or service:
With the advent of Canon’s HD SLRs, a new horizon of quality and resource became available to masses, turning almost anyone into a potential cinematographer. A realisation spreading like wildfire on HD film sharing sites like Vimeo.com. We just needed to give that audience structure and purpose. This contest was the perfect fit. First off, by harnessing people’s collective creativity towards a common goal. And secondly, with such a high profile judging panel, we lured in entrants of all skill sets, with dreams of being discovered. Winning cameras and lenses to further their craft didn’t hurt either.