Page 36 - Internationalist Magazine 2013 66

Canon EOS, Power to recipes over healthy food. Oikos
Generation M
developed a well-timed holiday

PHD International themed digital effort, ”Tasty
(Multinational)
Additions to Your Traditions”

With the Digital compact
that engaged women throughout
all points of their recipe seeking
camera market in decline
due to the rise of smart phone
journey with compelling and

penetration and the popularity of disposable imagery on innovative content within
social network sites like Facebook, Tumblr and Instagram, digital and social channels. By

Canon needed to remind their amateur audience about teaming up with highly respected
the value of quality photography and inspire them to recipe websites, Oikos was able

rediscover the power of the everyday image through their to communicate the new use
(cooking) and be seen as credible
work and personal passions. The objective for the EOS
campaign was to create awareness for the new EOS M in the cooking space based on the placements. The brand
was able to leverage a downloadable cookbook, a key
camera, a compact and DSLR hybrid camera, and drive
growth by encourage existing consumers to upgrade from takeaway that will continue to help drive future sales. It

their smartphones and entry level cameras. Most people presented the target consumer with a new use for Oikos
think of themselves as a ‘creator’ in this digital age, but for and exactly how to use it in a recipe.

many the technical side of photography is overwhelming
thus they default to the more instantaneous mobile phone

photography. Canon knew that their audience is not
interested in being photographers per se--- they want to Fidelity,

be better designers, writers, stylists and so the aim of the Thinking Big
Havas Media
campaign was not to focus too heavily on the camera and
features but instead demonstrate how using the EOS M (Local)
When it comes to
could enhance the creative output for their other passions
in life. In order to do this Canon engaged 5 ambassadors investing, the search

(A fashion blogger, visual artist, food stylist & chef and for fresh ideas and
fashion magazine stylist) to share their creative work
big opportunities

and journey as inspiration. In partnership with VICE never ends.
Canon created a Pan-European campaign across 6 Neither does the battle for analysts, mutual

markets featuring 5 high proile creative inluencers
fund managers, and asset-class experts who can ind
them. There are many competitors in the marketplace,
from within the VICE world showing how the EOS M
camera helped them document and inspire their daily and Fidelity set out to differentiate itself from the set.
To overcome this, they partnered with several thought-
creative process. Using homepage takeovers and videos
& banner placement on the VICE homepage and seeding leadership outlets to distribute their Thinking Big content

throughout the ADvice and VICE blogging network, users and videos to audiences that would ind it relevant and
were directed to the ‘Generation M” microsite which thought-provoking. The challenge was to ind thought

featured videos, interviews and reportage created by these leaders across multiple media touchpoints. The end
Canon inluencers. This gave Canon increased credibility goal was to get these thought leaders to engage with the

and ultimately delivered a higher reach against a more content either by going to the custom landing zone and
qualiied audience.
view the videos, share the content via email or social

networks, or attend events to engage with Fidelity in
person. Fidelity sought to align themselves with thought

Dannon Oikos, Tasty Additions
leadership content across channels would allow the
Havas Media (Local)
messaging the best opportunity to resonate with its target

Oikos continues to build its place as a strong #2 in the audience.

US Greek yogurt segment, but eyes are on the #1 spot.
Twenty percent of Greek yogurt segment volume is A key component to the campaign was a sponsorship

from large cups, such as quarts, and Oikos only has 6% with The Atlantic, a thought-leader platform in the space.
of the large cup volume, suggesting that Oikos had the The Atlantic worked created custom content around

opportunity to grow share in this business as a cooking each of the four Thinking Big themes: Water, Bio Tech,
Personalized Medicine, and Big Data. It created a Native
ingredient.
advertising experience which combined video content,
infographics and advertising. It also utilized promotional
The #1 searched term for Greek yogurt is recipes, but
the relevance of yogurt drops during the holidays as Tweets helping to drive trafic to the experience.

consumers prefer making comfort food or traditional

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