| Titre | Brother |
| Agence | Jung von Matt AG |
| Campagne | The Nikon 1 Launch Campaign |
| Annonceur | Nikon |
| Marque | Nikon |
| Mise en ligne | Août 2012 |
| Produit | Nikon 1 |
| Secteur d'activité | Appareils photo et caméras |
| Synopsis | SUMMARY: In 2010, NIKON had established the successful “I AM NIKON” brand and communication platform for its DSLR cameras. Now, Nikon wanted to further expand its business within the imaging industry and decided to build a new camera from scratch, bringing innovation and technology into the ACIL market with the new Nikon 1 in October 2011. The Nikon 1 the world’s fastest and smallest system camera, so the challenge was to explain the groundbreaking yet complicated features, while simultaneously positioning the Nikon 1 as highly innovative and approachable and to avoid customers confusing Nikon 1 with “just another compact camera” or a “small DSLR”. The objectives of this campaign were to achieve a 20% market share throughout Europe in the ACIL segment within 6 months, while also showcasing the Nikon 1 as a leading model in compact system cameras and enhancing brand relevance and likeability. This meant evolving the “I AM” platform and finding a new way of communicating within its framework. The product campaign was used a basis for the new Nikon 1 campaign, making Nikon 1 the hero, presenting its innovative features and benefit as clearly as possible. The strategy and the campaign message proved to be successful; the Nikon brand achieved a market share of 29.6%, taking market leadership. Nikon also outperformed all of its competitors in aided line awareness with margins of over 10%, and became the ACIL segment’s most considered brand. |
| Type de média | Presse & publications |
| Marché | Pologne, Russie, Autriche, Belgique, France, Allemagne, Pays-Bas, Suède, Suisse, Royaume-Uni, Italie, Espagne |
| Other | Christian Kroll |
| Other | Peter Gocht |
| Other | Sirkka Köster |
| Responsable de la publicité (annonceur) | Klaus Abreu Miedema |
| Responsable de la publicité (annonceur) | Clarence Bonamy |
| Responsable de la publicité (annonceur) | Giuseppe Puglisi |
| Agency | MediaCom Germany |
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