NIKON | Nikon Product Launches
THE BACKGROUND
Nikon had signed Ashton Kutcher as its spokesperson for the brand and our advertising had to orient around him and his personality.
THE CHALLENGE
There was a need to be able to truly communicate unique product features that could highlight the “new news” for each product so that they didn’t all blend together as “just Nikon cameras” without doing the job of getting people to want very specific cameras that did specific things.
THE “A-HA”
As an entertainer, people were used to seeing Ashton in entertaining stories… on camera. And the stories and scenarios that could play out through a Nikon lens camera could tell people everything they need to know.
THE INSIGHT
When great pictures are as easy as using a Nikon, there’s no telling what’s possible.
THE IDEA - ASHTON CREATIVE
Different for each product launch.
For our Zoom campaign, “Nothing’s ever out of reach with a Nikon”
For our D3200 DSLR, we brough to life the idea that “With a Nikon D3200, you can do justice to life’s moments as effortless as you can share them.”
For Nikon 1, we focused on communicating that “More than ever, you need a small (but powerful) Nikon to capture the bigness of life.”
THE IDEA - COOLPIX AW100
A slightly different campaign on a lower budget without Ashton. For this campaign, we recentered the target from younger GoPro customers (as Nikon desired) to a better fit for the brand and product: weekend warrior professionals who cared about higher quality images than possible on early GoPros.
We found that they heavily shared on social media, but often were disappointed with other waterproof “rugged” cameras on the market.
With that in mind, we build a campaign that spoke more directly to who they were and what they valued: “What you do in your free time reminds people that you’re more interesting than your job.”
