Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Campaign Media Awards 2012 - Best IT & Consumer Durables Campaign: Nikon Coolpix
campaignlive.co.uk, Thursday, 22 November 2012 08:00AM
The challenge was to encourage young people to consider the Nikon Coolpix compact camera, even though they might have a smartphone that takes photographs.
Nikon Coolpix
- Nikon Coolpix
Tags: IT - Nikon Coolpix
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.
This article was first published on campaignlive.co.uk
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