For Canons summer promotion, we conceptualised an engaging, fun-filled Kiwi summer narrative centered around encouraging Kiwis to embrace their local surroundings, friends and family
With the opportunity to inspire Kiwis to explore their own backyard with Canon, we developed a strategic campaign built on the ethos of ‘explore your own backyard’ and ‘capture summer.’
This was implemented through a summer-themed photoshoot, paired with a call-to-action statement such as “$50 cashback … which you could spend on a weekend camping trip.” All touchpoints demonstrated how Canon could be relevant to customers capturing their Kiwi summer memories.
By depicting quintessential Kiwi summer activities, people could imagine themselves in the campaign narrative. This allowed them to see how they could use the money from the cashback 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 competitors by connecting with their desire to explore locally, create meaningful memories, and maximise their spending power.
