Known for its stance in innovation, imaging leader, Canon India has launched a new campaign, exclusively designed for its recently launched entry level DSLR’s; EOS 1500D and EOS 3000D.
Defined as an entirely new brand proposition, ‘Make every trip an EOS trip’, is a 360 degree integrated campaign targeted at Indian millennials. Focused on reaching out to its customers across the length and breadth of the country, Canon India is taking the campaign to tier II and tier III markets. It is targeted at an audience for whom travel forms an integral part of their lives, be it planned or unplanned. And so the campaign emphasizes on different kinds of travel genre that aims to encourage people to capture and cherish life’s special travel memories.
As a part of this campaign, the brand has engaged with three influencers, who, being travel photographers themselves have featured as the main cast in the TV commercial. The influencers – @bruisedpassports, @sadak_chap, and @dharnidh – have been assigned a theme each: togetherness; around the town; and day & night, respectively. Besides the TV shoot, the influencers will capture their travel experiences along individual themes over a span of 6 weeks starting April 12th 2018, and will share their updates on their respective social media handles with #EOSTrip. The content will also be officially published on a microsite edge.canon.co.in/EOS_Trip.
Commenting on the campaign rollout, Mr. Eddie Udagawa, Vice President, Consumer Imaging and Information Centre, Canon India, said, “For years now, Canon has been promoting photography culture in India and campaigns are our way to connect with customers in an engaging and innovative way. The current campaign, “Make every trip an EOS trip” has been designed tapping travel influencers as ambassadors for the first time. The campaign focuses on our two newly launched entry level DSLR cameras – EOS 1500D and EOS 3000D showcasing the grandiosity of the simple travel moments captured through these cameras. With this 360 degree outreach marketing campaign, we will be connecting with our customers across tier 2 and tier 3 cities apart from the metros, making this an integral part of our ‘regional penetration’ endevour.”
For the first time ever, countrywide marketers will witness a campaign that engages social media, travel influencers as its campaign ambassadors. Adding elements of newer concepts, the campaign will also involve contextual promotion on digital platform.
Commenting on its offline strategy, Shobhit Mathur, National Creative Director, Hakuhodo India said, “We want to encourage people to step out of the virtual world and experience real life, real moments and make real memories. So no matter what your trip is; short, planned, unplanned, weekend, etc, we want everyone to make their trip, an EOS trip – the most memorable one. And considering the first-of-its-kind nature of the campaign, we at Hakuhodo are extremely excited and committed to creating contextual content, assets and solutions that deliver well across all market strata. We are looking forward to receiving a great response from the story tellers across the country.”
Sharing his comment on the online tactics, Dominic Braganza, Creative Director, Dentsu Webchutney said, “Today’s social media platforms are moving towards the prioritization of personal conversations over brand conversations. While brands have responded by involving influencers to increase a campaign’s organic reach and share of voice, Canon decided to take it a step further by involving them in the marketing campaign itself, right from the shoot stage, to individual content creation. Like its products, the marketing campaign itself is sure to delight the customers; it certainly was also a delight for all of us at the agency.”
Anchored by the premier EOS series and enhanced with user intuitive interfaces, both EOS 1500D and EOS 3000D are ideal for beginners looking to advance from smartphone photography to greater sophistication in imaging performance. Both these products are powered by the DIGIC 4+ image processor and equipped with the 24.1 megapixels and 18.0 megapixel, APS-C sized CMOS sensors respectively, ensuring sharp and crisp images even under low light conditions.
The EOS 1500D has been priced at:
EOS 1500D (Body): INR 33 995.00/U incl. of all taxes
EOS 1500D (EF-S 18-55mm IS II ): INR 37 995.00/U incl. of all taxes
EOS 1500D Double Zoom Kit (EF-S 18-55mm IS II +EF-S 55-250mm IS II ):
INR 46 995.00/U incl. of all taxes
The EOS 3000D has been priced at:
EOS 3000D (EF-S 18-55mm IS II ): INR 31 995.00/U incl. of all taxes.