1. CANON BRAND
Campaign
A PRESENTATION BY StuDents(u)
National School of Political and
Administrative Studies
Faculty of Communication
and Public Relations
Bucharest, Romania

3. What’s Canon?
The client, Canon Europe is part of Canon Inc. of Japan – a world-
leading innovator and provider of imaging solutions.
Canon offers photographic equipment, printers, scanners and
binoculars, as well as an advanced range of Digital Compact and
SLR cameras for consumers (both professionals and amateur).
The company also has a business to business segment: Canon’s
Business Solutions and Canon’s Industrial Products Business Unit.
The name Canon was derived from ‘Kwanon’, the Buddhist
Goddess of Mercy.

4. What’s been done - Canon
1. „You Can is the Canon Europe brand 2. “Take more than pictures. Take stories.”
platform and is designed to support the is a concept that Canon launched but did
essence of the Canon brand. It embodies all not explore to its maximum potential so we
that is good about our products and services. decided to update it and create a new concept
It is designed to inspire and encourage our and a campaign based on this idea. (for
customers to explore their creativity and be more information, see “A picture is worth one
empowered by our technologies.” thousand and one words” concept)
(source www.canon-europe.com)
3. Image Anywhere
• Launched in 2002, it was central to • was introduced at Canon’s technology
Canon’s first ever pan-European showcase Canon Expo 2005 in New York
advertising programme. Since then it • represents the company’s ability to create
has become an integral part in Canon’s a borderless environment of people,
advertising, sponsorship activity, brochure, devices, images and information that lets
and package design. people live and work the way they want,
• Weak point: You can is a confirmation, is virtually anytime, anywhere.
something passive, mecanic compered • Weak point: “Anywhere” stands for a lot of
to Sony’s Go Create for exemple which is other companies/products/services and is
provocative and has a call to action. not helping Canon to stand out.

5. What’s been done - Canon
4. “We speak image” underlines the level of 5. ”Realise the power of image” is Canon’s
proficiency that Canon has when it comes to promise to the world and represents also
anything related to image. their positioning (bringing the Power of Image
to life). It is the newest of Canon’s European
For offering continuity to Canon’s strategies and had been announced in June
communicational campaigns, we have 10th 2009.
elaborated a new concept based on this
one that highlights once more Canon’s
professionalism and help users feel member of
a strong and passionate community. (for more
information, see “Speak Canon” concept)

6. What’s been done
Nikon (the main competitor)
The I am Nikon campaign has several TV
spots, prints and also online presence (on
YouTube, FaceBook, Flickr and a dedicated
blog).
The different spots/prints show the versatility of
their products, proves that there is a Nikon for
every need you have and make you feel part
of a community (because a lot of people are
Nikon).

7. Defining the problem
current situation
(Canon and competition)
Problems to solve:
• during the past few years, Canon changed their brand
strategy, positioning and platforms several times, generating
different messages sometimes with no continuity.
• also, although they seem to have a strong strategy behind and
a clear vision of what they want and who they are, Canon’s
communication (including ads) wasn’t consistent enough.
• another issue is represented by the campaigns launched by
the competition (especially Nikon’s I am Nikon campaign).
Canon has to create and maintain a clear strategy, have a
well defined positioning and sustain a durable advertising
campaign.

8. Target
We divided our target into 3 different c. Business to Business segment:
segments: • from small businesses to corporate and
even governments
a. Professional segment: • different and complex needs (production
• experienced prints & graphic arts, regular office
• passionate printers, software and programs, lens, ink
• invest in the equipment etc)
• photography is a passion but also their job
• need professional and diverse equipment All 3 bring significant income to the company
but have different needs and values so it’s
b. Amateur segment: important that we communicate correctly
• take photos in important moments of their with each of them.
life
• not so skilled
• don’t use all the features of a camera
• their attitudes can be influenced by
advertising; brand awareness and top of
mind are also relevant to buying decision
and dependent on advertising

9. What we need to do
Advertising Objectives – being an international image/ brand
campaign (not one dedicated to a single product but to the
entire company / brand) the objectives we established are
general:
• change the consumer perception towards the experience of
taking and making pictures, the power of image in general
and Canon’s products in particular
• transmit the need of having a good camera and settle Canon
as the first choice when someone is thinking about buying
one
• make Canon users feel part of a special, strong and dedicated
community

10. Brand strategy
Positioning – maintain the “Realize the power of Image” message
“Canon helps people realize the power of image by being
creative, connected, quietly confident and by speaking image
through communications, products and experiences that are
imaginative, knowledgeable, passionate and loyal.”
Advertising strategy
We propose 3 different concepts all with a personal, emotional
and passionate approach. Each of them tries to capture Canon’s
essence and is internationally valid. They also continue the
direction that Canon’s previous strategies have shaped.

11. Concept 1.
A picture is worth one
thousand and one word
What we mean:
• Fact: a famous quote says “a picture is worth one thousand
words”
• Problem: nowadays, the photographic technology has
advanced so far that cameras from the same category (price,
technical features) are very much alike
• Solution: it is true that an image expresses more than
words can, but this is applicable to any graphic representation
of the world. Canon brings this common experience to the
next level, giving it the extra edge

12. Concept 1.
TVC 1 (30”)
A girl tries on a new dress in front of a mirror.
Girl: Honey, does this dress make me look fat?
Zoom out: a couple of minutes fast forwarded in which the man
tries to show and explain something to her, gesticulating a lot.
(SFX: a lot of talking on fast forward)
Zoom-in: The girl facing the mirror, her boyfriend behind her,
reflected
Man: (catching his breath): …No!
The girl smiles. Freeze frame.
(SFX: camera shot)
Super (slogan and logo):
A picture is worth one thousand and ONE WORD I

13. Concept 2. TVC 1 (30”) - storyboard

14. Concept 1.
TVC 2 (30”)
A couple in a restaurant.
The girl leans over.
Girl: Do you love me?
Zoom out: a couple of minutes fast forwarded in which the man
tries to show and explain something to the girl, gesticulating a lot.
(SFX: a lot of talking on fast forward)
Zoom-in: the couple facing each other
Man (catching his breath): …Yes!
The girl smiles. Freeze frame.
(SFX: camera shot)
Super (slogan and logo):
A picture is worth one thousand and ONE WORD I

18. Concept 2.
Speak Canon
What we mean:
• Fact: we are all different
• Problem: we often have trouble finding the right words to
express ourselves, even in our native language
• Solution: images are well known as being internationally
recognizable and easy to understand

19. Concept 2.
TVC (30”)
A man enters a restaurant, in Thailand.
The waiter comes to take the order.
Man: I would like some fries
The waiter looks at him with a dumb face.
Man: Je voudrai des frites
The dumb expression is still there.
Man (exasperated): Patatas fritas?!
Finally the man sighs and makes a “wait” sign. Then he takes out
his Canon camera and starts browsing pictures. Suddenly the
waiter starts nodding happily and says Mạnf̄rạ̀ ng thxd, translating
what the man is showing.
Fade to black.
The waiter and the man shaking hands happily, as he exits the
restaurant.
Super and VO: Do you speak Canon?

20. Concept 2. TVC 1 (30”) - storyboard

23. Concept 3.
Life deserves a Canon
What we mean:
• Fact: it’s natural to want what’s best for the ones you care
about, especially when it comes to images, because photos
capture their lives and yours
• Problem: it is a common mistake to think of a camera as a
relatively non-important accessory, only to regret it at some
point in time
• Solution: love life, give it a Canon!

24. Concept 3.
TVC (30”)
Music: nostalgic
Interior. Strips of sunset light through half closed blinds.
An old couple’s home. Lots of photographs in frames, on the
furniture. Cut to:
An old man is looking at a photo, on the fire place. He puts on his
glasses and leans over, to take a better look. He then takes the
photo to the window and struggles to see the details. Cut to:
His finger caresses the blurred face of the woman in the old b&w
picture. His eyes are wide open, reflecting the bars of light and
darkness.
Fade to black.
Cut to:
Exterior. Sun. 16mm footage, 70’s film grain. Couple at a picnic, on
a cliff hanging above the sea.
MVO: If I were to live it all again, I wouldn’t change a thing…
Beautiful, life is… and her… I’d just buy a better camera.
Super: Life deserves a Canon

27. Life deserves a Canon
BTL
This idea came out for a BTL campaign, but
can easily be used as a viral, on the internet.
Our plan is to build a big camera that should
imitate perfectly one of Canon’s models. Inside
of the huge camera, a real Canon camera is
connected to the shooting button of the replica.
We want to Buy media and get approvals
to place the big replica in some of the most
famous squares of the biggest cities in EMEA
Our idea is to make friends interact with the
big camera. Some will stay in front of the lens
and one of them will go and push the shooting
button. After a big flash and a shot sound,
the image will be directly projected on huge
digital screens from the square ( for example,
in Romania, near the Unirii Square there is a
Cocor Store which has the second digitalized
façade in Europe – Cocor Channel ). The
picture will remain there for 2 minutes for them
to be able to film or capture this experience
with their own cameras, phones or whatever.

28. Life deserves a Canon
BTL
For example, Piccadilly Circus, Trafalgar
Square in London, Unirii Square or Constitutiei
Square in Romania). The selected squares
must have big digital screens or panels on
which we will instantly display the pictures
made with the big camera.
To make it even more interesting, we can put
live webcams for others to see people’s live
reaction to this Canon activation. We can
also record their moments and post them on
a website or YouTube channel for them to be
able to view themselves afterwards. Most of
them will surely want to show everybody that
their picture has appeared on a big screen in
Piccadilly Circus or any other famous square
with big digital media.

29. Media and budget
TV channels wordwide
Viewers(000s) Reach(%) Timing 2011 Frequency (per month) Buget(£)
Discovery Travel & Living 712 51 1st of July - 1st of August 600 1,500,000.00
Euronews 690 29 2nd of July - 1st of August 210 525,000.00
Nat. Geo 570 42 3rd of July - 1st of August 600 1,500,000.00
MTV 930 38 4th of July - 1st of August 300 510,000.00
Eurosport 1230 39
Tv channels for specific countries
Kanal D (Turkey) 193 40 4th of July - 1st of August 120 216,000.00
MBC2 (Dubai) 122 33 5th of July - 1st of August 120 216,000.00
TOTAL 1950 4,467,000.00
Magazines
Frequency Circ. Cost per unit (full page) Buget (£)
Plus Magazine PY 67160 1500 1,500,000.00
Cosmopolitan M 80,705 1650 2,475,000.00
Readers Digest M 1000000 1500 1,500,000.00
GQ M 107000 1500 1,500,000.00
Nat. Geo 15Py 1500 2,250,000.00
Top Gear M 134000 1600 2,400,000.00
Computer Sweden 104 PY 450000 1500 1,500,000.00
TOTAL 13,125,000.00

30. Period: 1st of July - 1st of September Prices are denominated in POUNDS, free of VAT
Units Unit Cost Total Cost Specification
(£)
PRODUC- ONLINE web-site 2.00 15,000.00 30,000.00 web-site desing, administration, there can
TION server, domani - for the reality show be applied
with the five bloggers and the BTL discounts,
activity with the huge camera depending
on the
OOH the huge camera 50.00 5,000.00 250,000.00
offers and
OOH prints throught the main cities 0.00 the deals
agreed
TV SPOT the main TV spot 1.00 6,000.00 6,000.00
TV SPOT the translation of the spots 70.00 150.00 10,500.00
Facebook Application 1.00 5,000.00 5,000.00
TOTAL 301,500.00
MEDIA OOH 50.00 5,000.00 250,000.00 the rent for the public squares
OOH 500,000.00 prints
TELEVISION 1,650.00 4,467,000.00
PRINT 6,000.00 13,125,000.00
TOTAL MEDIA 18,342,000.00
OTHER COSTS 6.00 5,000.00 30,000.00 tickets and pocket money for the 6
bloggers
HR CREATIVE 80.00 70.00 5,600.00
ACCOUNT MANAGEMENT 150.00 50.00 7,500.00
COPYWRITING 50.00 70.00 3,500.00
TOTAL HR 16,600.00
AGENCY FEE 650,000.00
TOTAL AGENCY 666,600.00
TOTAL VALUE 19,340,100.00

31. Evaluation
• For the outdoor prints we will use a new monitoring system
which uses recording cameras located behind each print.
These cameras detect each “pair of eyes” that see the prints,
having a certain visual angle. This way, there will be recorded
only the persons who actually look at the print.
• For the TV stations we will use the monitoring provided by
each station, regarding the number of viewers and the reach
of the TV spots.
• For the Facebook applications we will use the insights of the
fan page which we will create.
• For the BTL action with the six bloggers we will monitor the
number of people who access the web page specially created
for this reality-show.
• For the other BTL action, with the huge camera placed in
famous squares, we will use the monitoring system of each
digital display that will be used to show the pictures taken by
the passers-by.
• At the end of the campaign we will gather all the information
and we will make a survey in supermarkets and squares to
find out what is the people’s opinion about Canon. Then we
will compare the results with the results obtained in the past
years.

32. Evaluation
• For the outdoor prints we will use a new monitoring system
which uses recording cameras located behind each print.
These cameras detect each “pair of eyes” that see the prints,
having a certain visual angle. This way, there will be recorded
only the persons who actually look at the print.
• For the TV stations we will use the monitoring provided by
each station, regarding the number of viewers and the reach
of the TV spots.
• For the Facebook applications we will use the insights of the
fan page which we will create.
• For the BTL action with the six bloggers we will monitor the
number of people who access the web page specially created
for this reality-show.
• For the other BTL action, with the huge camera placed in
famous squares, we will use the monitoring system of each
Accounts: Elena Matei, be used Moroianuthe pictures taken by
digital display that will Camelia to show
the passers-by.
Arts: Andrei Pascale, Andrei Niculescu
• At the end of the campaign we will gather all the information
Copywriter: Andrei Nebunoiu
and we will make a survey in supermarkets and squares to
Planner: Georgiana Bulagea
find out what is the people’s opinion about Canon. Then we
will compare the results with the results obtained in the past
years.
COORDINATOR: Gabriel Branescu, Associate Professor