Canon - It's Playtime

How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon's EOS 350D, a digital Single-Lens-Reflex camera (SLR) and the 'It's Playtime' campaign were the answer.

Canon – It's Playtime

Brand Name: Canon – It's PlaytimeAdvertiser: CanonAgency: cayenne communications b.v.Prize: SilverCategory: Durables

SUMMARY

How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon's EOS 350D, a digital Single-Lens-Reflex camera (SLR) and the 'It's Playtime' campaign were the answer. Volume sales grew by 136%, exceeding the target by 43%,and the sales ratio of Canon cameras to its main competitor, Nikon, grew by 21%. Canon made digital...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands