Category: Durable Goods
Advertiser: NIKON
Product/Service: NIKON COOLPIX CAMERAS
Agency: NAIROBIA
Art Director/Senior Creative: Przemek Pawlak (Nairobia)
Copywriter/Creative Director: Marek Ekes (Nairobia)
Creative Director: Piotr Kasprzyk (Nairobia)
Account Manager/Head Of Client Service Team: Karolina Ceklarz (Nairobia)
Media placement: TV Campaign - Spots 1x30", 3x15" - Nationwide Polish TV Station (TVN, POLSAT, TVP, ...) - 28 November 2011
Media placement: Radio Campaign - Spots 1x30", 5x5" - Nationwide Polish Radio Station (RMF, Zet, ...) - 28 November 2011
Media placement: Press Advert - Lifestyle Magazines (Focus, Cosmo, Viva, ...) - 2 November 2011
Media placement: Press Advert - Press (Gazeta, ...) - 2 November 2011
Media placement: On-Line Campaign - Banners On Web Portals - 2 November 2011
Media placement: On-Line - Dedicated Promotional Website - 2 November 2011
Media placement: Shops - POSM, POS TV - 2 November 2011
Describe the objective of the promotion.
The objective was to develop an innovative, multi-channel sales promo campaign, attractive for a mass audience, with the main prize of 100,000 PLN. And to become No.1 in the digital camera market in Poland during the Christmas period, as opposed to last year's 2nd position.
The promo activation was supposed to be exciting and easily accessible to a common consumer. Plus it was to be related to Christmas (presents time) and easy, point-and-shoot photography.
Needless to say, it was meant to amplify Nikon's brand image and form a part of Nikon's global I AM creative format. Purchase required.
Describe how the promotion developed from concept to implementation.
Our initial idea: the perfect Christmas promo for a mass audience would be ‘win whatever you want’. Incommunicable in an exciting way...
The creative idea used the smile detector feature - camera detects a smile, focuses there.
The Present Detector was born. A promo cameras' ‘feature’ that makes anything on your camera's LCD your potential present. Buy a Nikon COOLPIX, take a photo of your present and win it.
The Present Detector's icon marked possible presents: online (price comparison sites), press (icon on stuff+URL). Reach built by 3x TVCs, 6x 5'' radio spots, icon on Nikon COOLPIXs' LCDs in the POS.
Explain why the method of promotion was most relevant to the product or service.
Ideal promotion? Win ‘whatever you want!’.
But how to communicate it in exciting way?: ‘Realise your dream ?’, ‘Money for your passion ?’.
Maybe …win whatever you can take a picture of?.
It is an idea: Present Detector in Nicon Coolpix camera. Buy Coolpix, send a picture of your present and win it!
Describe the success of the promotion with both client and consumer including some quantifiable results.
Nikon Coolpix achieved, both in November (17.1% market share in volume) and December (20.3% market share in volume) 2011 the No.1 position in the compact camera market in Poland. Nikon Coolpix ahead of the main competitor in compact cameras - Sony. In the same months in 2010 Nikon Coolpix was in 2nd position. Sales mission accomplished.