Photo Coach
Canon
Issue 39 | June 2016
Agency
360i
Creative Team
Chief Creative Officer, 360i: Pierre Lipton Group Creative Director, 360i: Fabio Seidl Creative Director, 360i: Corel Theuma Creative Director, 360i: James Rogala Design Director, 360i: Amy Osuntuyi Animation, 360i: Amy Citron Art Director, 360i: Aric Ifergan Senior Copywriter, 360i: John Kim Photographer, 360i: Cris Benitah
Production Team
Senior Producer, 360i: Knoah Piasek Production Supervisor, 360i: John Kinsella Production Designer, 360i: Lauren Machinist Assoc. Director / Art Production, 360i: Jean Wolff
Other Credits
ACCOUNT VP, Group Account Director, 360i: Claire Morris Account Director, 360i: Julie Arndt Senior Account Manager, 360i: Danielle Gorski Account Manager, 360i: Gemma Smith TECH VP of Innovation Technology, 360i: Layne Harris Senior Innovation Strategist, 360i: Fitz Maro Experience Designer, 360i: Lenton Alston Experience Designer, 360i: Ryan Pearson MEDIA Associate Media Director, 360i: Robert Gencorelli STRATEGY VP, Strategy Director, 360i: Brad Alperin INFLUENCER MARKETING Social Publicist, 360i: Morgan Salvan OTHER Digital Media Director, New York & Spectacolor, Clear Channel: Mike Sabia Account Executive, Clear Channel: Penelope Moulinos Vice President, Account Management, Monster Media: Chris Poluski SVP, Sales & Marketing, Monster Media: Tim O’Brien Account Manager, Monster Media: Natalie Brokaw
Date
December 2015
Background
Canon’s mission is to help everyone realize their creative vision, and to provide the tools and knowledge to make it a reality – in a way that informs and inspires. Many amateur photographers lose great photo opportunities because they aren’t aware of what makes a great picture. Canon saw an opportunity to help people capture unique images and educate them about what goes into taking a great photo. 360i’s objective was to create a campaign reflective of Canon’s heritage as an innovative, technology-focused brand that provides photographers the tools and knowledge needed to take amazing photos.
Idea
Canon and agency 360i used smart billboards to provide in-the-moment photo tips and help more people capture beautiful photos that take their shots – and newsfeeds – from ‘meh’ to marvelous.
Using social listening, they identified NY’s most photographed destinations to serve as the locations for three pop-up billboards: The Flatiron, Central Park South and the Brooklyn Bridge at Fulton Ferry. Each billboard was powered by real-time API data – including weather conditions, location, traffic and time of day. The program connected more people to CanonPhotoTips.com, which featured 100 stunning cinemagraphs and thoughtful photo tips, the pop-up billboards, along with a digital billboard near Madison Square Garden, were automatically updated to show more than 200 custom tips based on different real-time conditions and data combinations.
In addition to having photo experts on hand to support photographers of all skill levels at these locations, anyone could try an array of Canon cameras, lenses and filters during the campaign, as well as get access to special deals. Through social listening, Canon reacted in real time to social media comments with tips about how to take great photos anywhere using #RealtimeTips. The campaign further spread the inspiration through paid media and influencers.
Results
Canon Photo Coach generated more than 27 million earned media impressions, with 2 million impressions alone being generated through on-the-street engagement. Additionally, the effort drove a 1,485% increase in brand engagement and exceeded average weekly social shares for the brand by 31% despite a lack of online media support.