When creating a retail campaign for Canon following all the uncertainty from 2020, Spruik saw the opportunity to create an experience for customers that is relevant to the current climate. Instead of fighting the reality of our new normal, we conceptualised an engaging, grounded Kiwi summer narrative. With lives and routines having been uplifted, and New Zealand’s borders closed, this campaign would encourage Kiwi’s to embrace our New Zealand bubble and focus on supporting our local economy and tourism industry.

With the opportunity to encourage Kiwi’s to explore their own backyard this summer with Canon, we developed a strategic campaign with the ethos of ‘explore your own backyard’ and ‘capture summer.’ This was implemented predominantly through a summer themed photoshoot, paired with call to action statements such as “$50 cash back … which you could spend on a weekend campaign trip.” All touch points show how Canon can be relevant to customers capturing their Kiwi summer memories.

By depicting quintessential Kiwi summer activities, people can imagine themselves in the campaign narrative. This allows them to see how they could use the money they receive from the cash back offers, or the prizes from the Ultimate Summer Adventure Pack, on their summer activities and adventures.

The overall objective of the campaign was to drive customers to purchase Canon products over their competitors – driven by playing into customers desire to give back to the local economy, as well as their need to save money to spend elsewhere.