Canon: WORLD OF EOS

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: CANON

Product/Service: EOS

Agency: LEO BURNETT SYDNEY

Date of First Appearance: May 30 2010

Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA

Entry URL: http://thanksforclicking.com.au/worldofeos/

Executive Creative Director: Andy DiLallo (Leo Burnett)

Executive Creative Director: Jay Benjamin (Leo Burnett)

Copywriter: Michael Canning (Leo Burnett)

Art Director: Kieran Antill (Leo Burnett)

Art Director: Kieran Ots (Leo Burnett)

Head of Digital: Dominique Hind (Leo Burnett)

Digital Producer: Tristan Parker (Leo Burnett)

Digital Designer: David Mugford (Leo Burnett)

Account Manager: Sam McGown (Leo Burnett)

Interface Developer: Keong Seet (Leo Burnett)

Developer: Nick McGrath (Leo Burnett)

Director of Photography/Editor: Patrick Fileti (Leo Burnett)

Planner: Kirsty Angus (Leo Burnett)

Head of Planning: Scott Davis (Leo Burnett)

Group Account Director: Amanda Quested (Leo Burnett)

Head of Client Service: Peter Bosilkovski (Leo Burnett)

Account Director: Jodi McLeod (Leo Burnett)

Account Manager: Alissa Breit (Leo Burnett)

Account Director: Lenya Kovacevic (Leo Burnett)

Account Executive: Sophie Armstrong (Leo Burnett)

Media placement: Print - Magazines - Consumer & Business - 25 June 10

Media placement: TV - Ch 7/9/SBS/MCN/FMC/Viacom - 30 May 10

Media placement: Cinema - 5 Capital Cities, Metro - 4 July 10

Media placement: Online - Internet - 7 June 10



Insights, Strategy & the Idea

In a highly competitive DSLR camera market, CANON EOS asked us to find a new way to connect with photographers.



Rather than focusing on the technology of the camera, our insight was to focus on the human benefit of what great photography is all about – Inspiration.



And so we built a new multi-layered platform called ʻThe World of EOSʼ, which photographers could use to be inspired, and inspire each other.



Creative Execution

To accommodate photographers of all skill levels, we invented a series of creative projects which people could get involved in, and interact with the larger community – ʻPhoto5ʼ, ʻ1 Wallʼ, the ʻPeoples Galleryʼ and ʻProfessional Tutorialsʼ. Once the digital foundation had been built, photographers heard of the community through their peers, PR and editorial channels, and joined in as a new way to be inspired, learn and take their photography to the next level. The digital platform acted as a place for photographers to be inspired and take a creative purpose from, which they then applied to their photography in the real world. As they took photos, they could come back online, showcase their images, and talk with the larger community of photographers who were involved in the same projects. In this way, the World of EOS began an ongoing conversation between an ever growing network of people, and an ongoing conversation with CANON.



Results and Effectiveness

The World of EOS is one of the worldʼs fastest growing communities of photography online, with over 50,000 collaborating members joining.



CANON EOS grew value by 13%, overachieving category growth by 40% in 2011.

CANON value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010.



By December 2010, CANON EOS Awareness increased to 43% vs. 30% in December 2009.



The World of EOS continues to grow everyday as a source of inspiration for photographers. While the platform is essentially owned by the photography community, we keep the conversation alive with a constant stream of new ideas, updates and feedback.