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The fresh campaign from Canon India would force you to “make every trip an EOS trip”

Canon India engages social media influencers as campaign ambassadors for a unique pan-India campaign for travel enthusiasts.

Travel is about much more than just the destination. It's about the powerful experiences and lifelong memories that you create with every journey. And what better way to capture it all than with your own handy DSLR.

Canon India, the world leader in imaging technology, has rolled out an exclusive integrated campaign for its recently launched entry-level DSLR products EOS 1500D & EOS 3000D. Titled ‘Make every trip an EOS trip’, the campaign explores the theme of travel and encourages people to capture as well as cherish life's special travel moments.

Canon is known for being innovative as a brand and has given this campaign a unique twist by engaging social media influencers as campaign ambassadors. This is the first time ever that travel influencers have been brought onboard as ambassadors in this way.

The influencers-@bruisedpassports, @sadak_chap, and @dharnidh-will be capturing their travel experiences on individual themes over a span of six weeks starting from April 12, 2018. They will be posting content on their respective social media handles with the hashtag #EOSTrip. The brand will officially publish the work on the microsite edge.canon.co.in/EOS_Trip as well. Further talking about the newer concepts, the campaign will also involve contextual promotion on YouTube.

With this 360-degree outreach marketing campaign, the brand is looking to reach customers across tier 2 and tier 3 cities apart from the metros, making this an integral part of their ‘regional penetration’ endeavor'.

Under the campaign, the imaging brand has launched a 90-second television commercial which aesthetically portrays how EOS 1500D & EOS 3000D are the perfect fit for every journey - be it an adventure trip, beach trip, solo trip or a musical trip. Interestingly, the three influencers, being the travel photographers themselves, have featured in the TVC as the main cast.

Commenting on Canon's offline strategy, Shobhit Mathur, Creative Director Hakuhodo said, “Considering the first-of-its-kind nature of the campaign, we at Hakuhodo are committed to construct tailor-made content, assets and solutions that delivers well in all market strata, including metro cities and regional areas. We are looking forward to receive a great response from story tellers across the country.”

Sharing his views on brand's online tactics, Dominic Braganza, Creative Director, Dentsu Webchutney, said, “With today’s social media platforms moving towards the prioritization of personal conversations over brand conversations. Today, while lot of brands have begun to include influencers to increase their campaigns’ Share of Voice, Canon decided to take it a step further by actually involving them in the marketing campaign itself, right from the actual shoot, to individual content creation. Like its products, the marketing campaign itself is sure to delight. It certainly was a delight for all of us at the agency.”

For the uninitiated, both EOS 1500D and EOS 3000D are anchored by the premier EOS series and enhanced with user-intuitive interfaces. These are ideal for beginners looking to advance from smartphone photography to greater sophistication in imaging performance. The fresh campaign talks about this very grandiosity of the simple travel moments captured through these cameras. Both these products are powered by the DIGIC 4+ image processor and equipped with the 24.1 megapixels and 18.0 megapixel, APS-C sized CMOS sensors respectively, ensuring sharp and crisp images even under low light conditions.

Overall, this “make every trip an EOS trip” campaign brings a fresh appeal and contains all the required elements to facilitate the brand to connect with its target audience - travel enthusiasts. The very idea of roping in influencers in the marketing campaign seems to have worked in favor of the imaging brand, in terms of creating buzz and creating a long-lasting impact.

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