Campaign Media Awards 2012 - Best IT & Consumer Durables Campaign: Nikon Coolpix

Be the first to comment
  • nikon_ad.jpg


  • nikon_asda.jpg



The challenge was to encourage young people to consider the Nikon Coolpix compact camera, even though they might have a smartphone that takes photographs.

The strategy was based around the idea that the photos you take tell a powerful story about the character that you want to project; to make this resonate, the strategy tapped into youth’s obsession with celebrity.

Supermarket distribution was essential to achieving a successful sales period, so MediaCom created a partnership between Hollyoaks characters, Asda and Nikon. Buyers of Hollyoaks-branded cameras distributed in Asda could win a part in the Channel 4 show.

Sales of the cameras through Asda increased by 332 per cent over the course of the campaign.


Only £53 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.


Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Just published