Campaign details

Brand: Canon
Brand owner: Canon Europe
Lead agency: VCCP, PHD
Country: Europe
Industries: Cameras, photography
Media channels: Games & competitions, Online display, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 1 - 3 million

Executive summary

As part of its 2017 brand repositioning 'Live for the story', Canon recognised it needed to inspire and engage the iPhone photography generation who had previously found the brand inaccessible and irrelevant.

An activation was designed to encourage and reward the audience for exploring the concept of what 'living for the story' meant. It focused on behaviour close to their hearts – sharing stories on Instagram. Showing that Canon celebrated stories of all kind no matter what device they were captured on, was a tactic leveraged to bring new people into the ecosystem, with the long-term ambition of converting them to customers.