Canon: SMILE DETECTION FLYER

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: CANON

Product/Service: CAMERA

Agency: 4 AM SAATCHI & SAATCHI

Date of First Appearance: Nov 10 2010

Entrant Company: 4 AM SAATCHI & SAATCHI, Guatemala, GUATEMALA

Chief Creative Officer: Miguel Mayen (4 AM / Saatchi & Saatchi)

Creative Director: Marco P. Ramirez (4 AM / Saatchi & Saatchi)

Art Director: Aritz Bermudez (4 AM / Saatchi & Saatchi)

Designer: Ricardo López (4 AM / Saatchi & Saatchi)

Art Director: Saulo Alvarizaez (4 AM / Saatchi & Saatchi)

Art Director: Fernando Reiter (4 AM / Saatchi & Saatchi)

Media placement: Flyer - Bars, Universities, Restaurants - 10 November 2010

Media placement: Tv - Canal 3 - 10 November 2010



Insights, Strategy & the Idea

Canon felt their audience was not taking advantage of the opportunities new technologies could have in the relationships between people. They also knew that trying out the camera's features was paramount before a purchase would be made. So when they decided to aim for a tech savvy young audience (18-25). With the Powershot s95 camera, we knew the smile shutter feature had to be exploited; we had to create a way for these people to experience the technology without having the camera. Practically, they test it, they enjoy it, they will buy it.



Creative Execution

We made a paper replica of the camera. The screen became a tear off invitation to experience the smile shutter feature while enjoying the premiere of the end of the year blockbuster film. The invitation specified the date, time, and channel where they had to tune in to enjoy not only the movie they were dying to see, but also experience the Powershot s95's ability to detect smiles. While the movie was playing, a message and a countdown were displayed on screen that would alert the viewers to prepare their smile detection flyers. When the countdown reached zero, the smile recognising frame would jiggle around the screen until it locked on a smile, then a screenshot was taken. Finally the viewers were given a link to download the photo. The viewers experienced this new feature without even owning a camera.



Results and Effectiveness

More than 15,000 camera flyers were distributed at universities, bars, and shopping centres. This action turned out to be a massive sampling for Canon, one that increased their sales by 14%.