As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multi-year "See Impossible" campaign, shifting the marketing focus away from products and onto customers' stories. Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book. Going forward, Canon will expand the site's content to include submissions from consumers and clients. A 3-D visual of an expanding box on the page divvies up different pieces of content. For example, clicking on one section of the box triggers a "create" experience to show how the products work. Other tabs highlight customers' stories and additional information about the brand. Grey New York is executing the brand strategy, integrated creative, event, promotional and public relations work behind the campaign. "We're going to use it as a messaging vehicle, but we're also going to use it internally to organize and marshal our resources in a way that's much more customer-centric than just strictly approaching everything from a product viewpoint that we've done over the years," said Michael Duffett, vp, general manager of marketing at Canon. "Our current Web properties do a great job of talking about the specific product, but nowhere do we have a really good place... Continue reading at 'AdWeek'
[ AdWeek | 2014-10-07 00:00:00 UTC ]
Written By: Katie Allen Publication Date: Thu, 31/03/2011 - 08:55 Independent publisher Hardie Grant has acquired three titles by Australian food editor and cookbook author Donna Hay. Stephen King, general manager of Hardie Grant London, acquired UK rights to the titles from Hollie Zondanos,... Continue reading at The Bookseller
[ The Bookseller | 2011-03-31 00:00:00 UTC ]
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Hearst has promoted Simon Horne, currently chief financial officer and general manager of NatMag, to the newly created role of CFO, general manager and senior vice-president, at Hearst Magazines International. Continue reading at Media Week
[ Media Week | 2011-03-28 00:00:00 UTC ]
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