Canon chooses Wax for quirky events to support #nothingmissed
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Following the success of the launch of its first mirrorless camera, the EOS M, to the UK through an integrated social-media led promotion, Canon is launching a new campaign which includes more cameras in the range.
The new #nothingmissed campaign has been created by Wax Communications targeting the core opinion-leading 20-35 age group around the hashtag #nothingmissed to drive Canon’s summer cash back programme.
Launching this week at the Brighton Fringe Festival, #nothingmissed continues at Ping (the ping pong restaurant), Judy’s Vintage Fair, Grillstock Festival and onto the Festival of Nature on 15th June. It builds on the concept of creating awareness by giving people the chance to try the EOS M, EOS 100D and EOS 700D at a selection of creative and quirky events across the country. Visitors get the opportunity to capture some great images for an extended period and then upload them to Canon’s Facebook page.
Richard Wolfe, from Canon’s Marketing Communications Department says, “We have found that social media, using the hashtag #nothingmissed has really created a buzz around our product range. With the new campaign we are aiming to capitalise on this engagement and translate that into increased sales supported by great cashback offers.”
#nothingmissed uses a pop-up marquee featuring the cameras and inspirational imagery of everyday pastimes and hobbies relating to food, fashion, culture and music to attract attendees. As well as using the cameras people will be shown how to engage with the #nothingmissed Facebook and Twitter pages by viewing and tagging pictures and sharing the images with friends.
Matt Tabb, Wax Communication’s managing director says, “The campaign takes a leap forward in the way it integrates social media and experiential marketing. Canon is targeting their serious amateur cameras to a young and influential audience. The success of our earlier work for them has provided the basis for developing the new campaign for more cameras in their range. The key message is that Canon’s EOS cameras are ideal for capturing the best and most memorable images at the events they love to go to.”
