Nikon uses real people in pan-European advertising push
Nikon has launched an international advertising campaign, designed to inspire budding photographers in key country markets. The new ‘I am’ advertising campaign will include TV spots which premiere in the UK over the Easter weekend.
The ads – which will run throughout Europe and South Africa – are designed to portray professional photo techniques as accessible to a wide audience. Shot in Egypt, Germany and Spain, they portray a range of locations, including a desert, a wedding, and a nightclub.
Real-life scenarios are designed to show how people can reveal who they are with a Nikon camera. In one scene, a Spanish bride allows her final pre-wedding preparations to be filmed, while in another, people from across the globe are shown interacting via the Internet and with the help of their Nikon cameras. Other footage shows holiday-makers exploring the Egyptian pyramids.
The current campaign plays on Nikon’s strapline of being ‘At the heart of the image.’ In one ad, the international popstar Robbie Williams turns his digital camera on the crowds.
Vincent Munier, the French wildlife photographer more commonly seen behind the camera also makes an appearance. He said, “It was a wonderful experience shooting in the desert in Egypt… For me to be in front of the camera instead of behind it was also a new experience.”
Birgitta Olson, Nikon’s marketing manager, explained, “By using real people in real situations – regardless of photography experience, ethnicity, circumstances or geography – we hope to remind our audience that they are at the heart of the image.”
“We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience,” she added.
The campaign will roll out in television, print, outdoor and online formats and will be supported by a dedicated microsite as well as social media channels to encourage customer interaction.
Created by Jun von Matt/Spree, this is the first campaign that the agency has produced since its appointment as Nikon Europe’s retained advertising agency in September last year.
Julia Peuckert, planning director at Jung von Matt, said, “By using real people in real situations we hope our audience will recognize itself and feel inspired.”
Tags: Global Brand
