Canon Kicks off $5m "Trucapture" Campaign to Extend its Digital Camera Leadership
Announcement posted by Canon Australia 17 Mar 2011
SYDNEY, 17 March 2011: Canon Australia launched its new Canon Digital Camera campaign on March 6, with the national airing of its new ”TruCapture” TV commercial on channels Seven and Ten. The $5 million campaign, which includes TV, print, online and in-store activations, showcases how Canon’s TruCapture technology allows you to take photos that are so ‘true-to-life’ they transport you back to the moment.
“We know that capturing better quality images is the single-most important consideration for people in the market for a new digital camera. They’re interested in true-to-life results; not the technology specifications that make it happen,” said Darren Ryan, General Manager Consumer Marketing, Canon Australia. “Canon’s heritage in developing the world’s best optics and other core components is well known and a strategic advantage for us in the market; this campaign simplifies the message for the consumer based on what they want to achieve.”
According to Ryan, Canon’s ability to understand and then respond to consumer and market demands has enabled the company to maintain its long-term position as the market leader for fixed lens and DSLR cameras, with nearly one in every three dollars spent on a camera in Australia in 2010 being spent on a Canon (1).
“Our campaigns aim to address consumer issues and drive change in our categories,” continued Ryan. “Our research has clearly shown that consumers are generally dissatisfied with the image quality of their digital cameras in poor light or difficult shooting conditions – yet they want a digital camera that’s simple and easy to use. TruCapture (2) answers this need, and we will communicate this simply and in meaningful ways at each touchpoint.”
The TruCapture campaign employs Canon’s insight-driven, brand-based campaign methodology which has seen considerable success with other portfolio brands. The PIXMA inkjet printer brand’s “Why print when you can PIXMA?” integrated campaign contributed to PIXMA brand awareness growing from a low of 17% in 2008 to a high of 53% in 2010 (3); and the EOS digital SLR cameras brand – winner of the 2010 Cannes Lions Media Grand Prix for the Canon EOS Photochains campaign – added 2 share points in 2010 to finish the year with 56% value share (4).
Created by Leo Burnett Sydney and production company The Otto Empire, the TV commercial was shot entirely on Canon EOS 5D Mark II and EOS 7D digital SLR cameras, equipped with Full HD movie recording. Canon’s pretesting of the advertisement has shown very high motivation scores with target audiences, sitting in the top 25% of global norms (5) and achieving a brand recognition of 85% (6).
(1) 31% value share. Source: GfK Retail and Technology Australia, Digital Still Cameras, Retail Sales Jan to Dec 2010 (excludes MMC, internet and online channels)
(2) Canon’s TruCapture technology comprises an Optical Image Stabiliser lens, a High-Sensitivity Sensor and the proprietary DiG!C 4 Image Processor to achieve true-to-life images easily – even in low-light conditions
(3) Custom Research Agency TNS /Canon Advertising and Brand Tracking Research – 2008 to 2010
(4) Source: Source: GfK Retail and Technology Australia, Digital Still Cameras – SLR, Retail Sales Value Jan - Dec 2010 vs. Jan – Dec 2009 (excludes MMC, internet and online channels)
(5) AdEvalTM Global TVC Norms for Existing Brands from Custom Research Agency TNS
(6) Customer Research Agency TNS AdEvalTM PreTest – March 2011 (413 target segment consumers)
About Canon
Canon is the world’s leading imaging brand that actively inspires with imaginative ideas that enable people to connect, communicate and achieve more than they thought possible through imaging solutions for business and consumers. Canon’s Australian R&D company, CiSRA, develops and exports digital imaging technologies for use in Canon products worldwide. Canon has ranked among the top-four US patent recipients* for the past 19 years, and had global revenues of around $US45 billion in 2010. Canon Australia also operates Canon Finance Australia, which offers one-stop shopping for customers wanting leasing or finance services. For more information, visit www.canon.com.au, www.facebook.com/canonaustralia, www.twitter.com/canonaustralia, www.youtube.com/canonaustralia
Media Contacts:
Hill & Knowlton Media Bureau
T: 61 2 9286 1208