Canon: Project Imagin8ion

Grey New York

Advertiser: Canon
Brand: Canon
Country: USA

Objectives

Interim Objectives:

Create a deeper, more meaningful story for the Canon EOS (Canon's line of DSLR -Digital Single Lens Reflex-cameras) brand in the US that would resonate and generate excitement across all our targets: from still photographers to videographers.

  • Engage with the Canon brand on a deeper level
    1. 220k visits to the site (calculated based on paid media impressions) over the course of the photo contest (May – June)
    2. 15k photo submissions (calculated based on paid media impressions) over the course of the photo contest (May-June)
    3. Earn incremental 10% of campaign paid media budget through earned media value over the course of the campaign ($4.3MM; May-March)
  • Validate Canon's presence in Hollywood by capturing the attention of film industry influencers and proving to be a key competitor in video, not just still photography