| 标题 | If I Were |
| 广告公司 | Jung von Matt AG |
| 广告战役 | The Nikon 1 Launch Campaign |
| 广告主 | Nikon |
| 品牌 | Nikon |
| Posted | 6月 2012 |
| 产品 | Nikon 1 |
| 行业领域 | 照相机与摄像机 |
| 剧情简介 | SUMMARY: In 2010, NIKON had established the successful “I AM NIKON” brand and communication platform for its DSLR cameras. Now, Nikon wanted to further expand its business within the imaging industry and decided to build a new camera from scratch, bringing innovation and technology into the ACIL market with the new Nikon 1 in October 2011. The Nikon 1 the world’s fastest and smallest system camera, so the challenge was to explain the groundbreaking yet complicated features, while simultaneously positioning the Nikon 1 as highly innovative and approachable and to avoid customers confusing Nikon 1 with “just another compact camera” or a “small DSLR”. The objectives of this campaign were to achieve a 20% market share throughout Europe in the ACIL segment within 6 months, while also showcasing the Nikon 1 as a leading model in compact system cameras and enhancing brand relevance and likeability. This meant evolving the “I AM” platform and finding a new way of communicating within its framework. The product campaign was used a basis for the new Nikon 1 campaign, making Nikon 1 the hero, presenting its innovative features and benefit as clearly as possible. The strategy and the campaign message proved to be successful; the Nikon brand achieved a market share of 29.6%, taking market leadership. Nikon also outperformed all of its competitors in aided line awareness with margins of over 10%, and became the ACIL segment’s most considered brand. |
| 媒体类别 | 电视 |
| 市场 | 波兰, 俄罗斯, 奥地利, 比利时, 法国, 德国, 荷兰, 瑞典, 瑞士, 英国, 意大利, 西班牙 |
| Other | Christian Kroll |
| Other | Peter Gocht |
| Other | Sirkka Köster |
| 广告经理 | Klaus Abreu Miedema |
| 广告经理 | Clarence Bonamy |
| 广告经理 | Giuseppe Puglisi |
| Agency | MediaCom Germany |
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