Canon once again invests heavily in the DSLR market with an innovative multi-million dollar brand campaign

Sydney, 31 May 2010

Canon Australia celebrates creativity by bringing to life its popular online World of EOS community.      

            View the four new Canon EOS TVCs - Bubble Blower ; Rockpool; Milk Doof; Dog

The new campaign elements build upon the 2009 strategy which saw the market-leading EOS brand comfortably maintain its No. 1 category spot with 54% value share and 33% growth in revenues versus 2008¹.

The common theme throughout nearly all of the 2010 campaign elements is the use of ‘real’ images entered by everyday photographers who participated in the various World of EOS challenges. The campaign signifies Canon’s brand-based marketing and sales approach and consists of exciting enhancements to the World of EOS website and a substantial ad campaign spanning TV, online, cinema, outdoor and print. The campaign represents a $3 million investment in media alone.

The campaign launches with four innovative TVCs that bring the online World of EOS to life and are filmed using the award-winning EOS 5D Mark II and EOS 7D digital SLR cameras – the first  time that a commercial quality EOS TVC has been shot using the Full High Definition (HD) video capability of these digital SLRs.

“This latest EOS campaign inspires people through imagery instead of focusing solely on EOS digital SLR technology - it uses real people, real images, real passion and real inspiration,” said Chris Macleod, Brand Manager – EOS, Canon Australia. “Canon was the driving force in growing the consumer digital SLR market in 2009 and we are investing heavily in the market again this year with the aim of further driving category growth as well as passion for the category by engaging and inspiring consumers with creative photography.”

“This focus on understanding the consumers deeply, together with developing value-adding relationships with the trade, is the reason we have overwhelming No.1 share in Australia and celebrated just this month, the production of the 40-millionth unit in the company’s EOS-series film and digital SLR range,” continued Chris.

The 2010 EOS Campaign Elements

Creative developed by Canon’s advertising agency, Leo Burnett and media placement determined by Canon’s media buying agency, MediaCom.

The EOS TVCs launch on Sunday, 30 May 2010. They bring the online World of EOS to life, focusing on an image created by a World of EOS participant as well as the story behind it. Viewers are then invited to ‘a world’ designed to take their photography to the next level.

Testament to the company’s faith in its market-leading technologies, the TVC was shot using the EOS 5D Mark II and EOS 7D digital SLRs. Director Amy Gebhardt, loved shooting with the cameras: “The EOS is incredibly versatile, discreet, light-weight, inexpensive and fast. Due to the high quality photographic lenses one can shoot with, the image captured has the potential to be truly filmic and beautiful. I am impressed with its ability to shoot with a shallow depth of field in varying light conditions and to produce high definition images that can be pushed in post production. I think this product has the power to produce a new culture of filmmaking.”

Outdoor advertising will showcase real people who have taken part in the World of EOS and the creative images they have produced (the actual people who shot the image will feature in the advertising unless requested otherwise). Furthermore tactical audio panels will be used throughout the CBD outdoor advertising (Sydney, Melbourne and Brisbane) so the public can actually hear the story behind the image.

Online advertising will also show real images created by people in the World of EOS, encouraging others to enter the “world” and take their photography to the next level.

The supporting print advertising will feature a selection of the EOS Masters along with an image that each is proud of.

For the first time, EOS is also investing in cinema advertising which will showcase the popular EOS Photo5 challenge as well as the campaign TVCs, inspiring others to get involved in the World of EOS.

The actual World of EOS website will also see some enhancements including six new video tutorials, a new EOS Photo5 2010 competition and some fresh designs.

Canon EOS Festival of Photography

Also playing a big role for EOS this year is its recently launched Canon EOS Festival of Photography. The inaugural festival is set to become an annual feature for all those who enjoy photography, creativity and being inspired. The Festival runs for three months from 29 April to 1 August 2010 and comprises four exciting photographic events sponsored by Canon – Head On Festival; Canon AIPP Australian Professional Photography Awards (APPAs); World Press Photo (WPP); and ‘The Sydney Morning Herald Photos - 1440: A Day, a Minute, a Moment’ exhibition.

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