AKQA creates campaign to launch latest Nikon camera

LONDON - The digital agency AKQA has produced an interactive website to launch Nikon's new Coolpix SQ camera across Europe.

The agency was appointed in February, following a competitive pitch, to develop the central idea for the camera giant's latest campaign. Its thinking will be adopted by BMP DDB in above-the-line advertising.

BMP will take its lead from AKQA's theme "a different point of view".

The site takes the user on an interactive journey, demonstrating all the SQ's special features.

The website forms the basis for launch activity in 15 languages and across 17 markets.

Guy Wieynk, an account director at AKQA, said: "Nikon has a fantastic heritage, a product that is beautifully crafted and truly innovative. The challenge was to ensure the web presence matched this. The web interpretation of this theme needed to challenge traditional website design. It could never be a brochure; it had to be an experience."

David Ward, the manager of Nikon's marketing and product management European division, said: "Every aspect of the site behaves as the theme suggests. It is exciting and entertaining in its behaviour, without being disruptive and confusing."

Above the line will include press and posters.

Nikon ran its last TV campaign in November 2001 with a £1.5m campaign for its Coolpix 775 digital camera, which was created by BMP DDB. It featued four still images of events the world may see in the future, including the first man on Mars.