Once a leader in the professional camera market, Canon had lost its connection with professional photographers.
Brand awareness was set as primary objective.
- Increased penetration
- Increased brand differentiation and knowledge
To create a cultural activation for our professional audience, the following objectives were defined:
- Achieve a high reach with our campaign
- Spark a cultural conversation
- Engage with influential professionals
- Get target audience to see Canon as the brand for professionals
To turn around the brand's position, objectives were set for the critical mirrorless segment (the sector in growth whereas DSLRs were declining):