2. 1/ Marketing Objectives
2/ Communication Objectives
3/ Target audiences
4/ Desired response
5/ Key message-Challenge-Proposition
6/ Idea
7/ Execution
8/ Summary and Recommendation
3. To increase sales of
Canon IXUS
camera on
Christmas Eve,
Calendar New Year,
Lunar New Year.
4. To engage people into
participating
the promotion campaign of
Canon at the year end
season,
while
people shop a lot as well as
enjoying parties, travelling
to
drive sales for IXUS
camera.
5. People in Hanoi and Ho Chi Minh city, have stable and good income. They are
single or married with kids, they love taking pictures with friends, family,
specially on special occasions when they are outing, holidays, travelling,
celebrating special days of the year (Christmas, New Year, birthday, wedding)
6. They love to share picture, particularly on social
networks
7. Most of them are
owning a compact camera
or they want to buy a new camera
13. Contestants are divided into 2 categories: Married and Single
(M and S).
Before signing up for the contest, participants will be asked to type
out one life value that suit their lifestyle.
Ex: With Single category, key words are likely to be Freedom, Creativity,
Passionate, Different; similar to family values such as Serenity,
Considerate or Steady for the Married category.
In other words, themes for the contest are user-generated.
All photographers must be presented at the opening day of the
competition to prove their marital status.
The duration of the game is four days.
14. S category photographers will take pictures according to the more mature and
stable “Value” themes given by the M category, likewise, M contestants will be
required to capture moments of stylish and emotional youth.
All pictures require a person or people as the main object. The pictures must
contain holiday factors ( Tet, Christmas Eve, weekends, summer time, etc).
Each contestants will have to choose 4 themes for 4 photos, and 4 other photos
taken with each humans object in the pictures. The final products must
associate well with the themes chosen.
All photo taken will be posted on our fan page for comments, shares and
opinions from those giving themes. Judges will decide the winner.
All kinds of camera used for the contest are accepted.
The rarer the theme (like Different, Crazy or Touching, etc), the higher the
chances of being rewarded.
15. The winner will receive:
1x big prize for a trip to
Singapore for two persons.
10% discount voucher to buy Canon
IXUS with photos submitted
by rightful contestants
16. Photo taken by an M
categorized contestant
with “Soft” value theme.
18. A precious sight taken by
an S photographer with the
theme of “Serenity”
19.
20. With photos taken and conversations exchanged, the competition can
gradually bridge the gap between youngsters and the mature,
symbolized through their marital status.
21. The author of this idea, inspired by two of Canon’s commercials-
“Celebrate now” and “There where you are”, along with the demand
from the brief, hope that the concept has associated well with Canon
IXUS cameras’ vision and mission – to become the “simplistic” choice for
all purchasers to create simple yet indispensable values in life.
