I AM Nikon
Jung von Matt
Nikon has a long history as a premium camera manufacturer with high quality optics and is strongly related to professional photography. However, being perceived as “pro” rather puts off the broader target groups.
So the challenges we faced were to raise awareness for Nikon and to become more approachable, thereby making us a relevant player in the compact segment.
We made the “everyday photographer” the hero of Nikon’s “I AM...” campaign and created an emotional brand platform that placed Nikon directly into the lives of its customers.
The campaign met and exceeded all of its business and communication objectives. Furthermore, we established a truly integrated campaign involving all the European markets that also does its work beyond classical media channels. And we have only just started.
Increasing market share in the compact camera segment by at least 15% percent across Europe.