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Coolpix S8000
案例简介：简介: 2009 年，尼康为自己设定了一个雄心勃勃的目标。改善他们在紧凑型细分市场的定位，以吸引更广泛的消费者。对于尼康这个通常与专业摄影和高性能相机相关的品牌来说，这是一项不小的任务。这一极具竞争力的细分市场由佳能和索尼等品牌主导。然而，尼康打算成为一个相关的玩家，至少增加 15% 的市场份额，并提高品牌意识。出发点是利用尼康的品牌价值、传统、质量,专业和创新，通过广泛的客户基础来打开品牌。一项泛欧趋势调查显示，每个人都是有自己观众的摄影师，特殊时刻不仅仅是一张照片，而是成千上万的人捕捉到的,照片给基于技术的交流带来了意义和价值，分享照片越来越多地成为一种自我表达的形式。所以尼康让每个人都能捕捉、分享和表达生活的丰富。尼康希望人们思考: “我本可以拍这张照片。 “所以它不是品牌谈论自己，而是从顾客的角度，通过品牌和沟通平台: 我是尼康。电视宣传的重点是客户而不是产品,尼康超过了他们的目标，实现了 25.4% 的整体市场增长。他们最近的尼康紧凑型相机，Coolpix S300 成为 2010年最成功的相机。品牌知名度大幅提高，俄罗斯和德国分别增长了 100% 和 37%，这两个国家经历了令人印象深刻的市场增长。尼康已经在紧凑型领域真正确立了自己的地位。
Coolpix S8000
案例简介：SUMMARY:In 2009, Nikon set itself an ambitious goal. Improve their positioning in the compact segment of the market in order to attract a wider range of consumers. For Nikon, a brand often associated with professional photography and high performance cameras, this was no small task. This extremely competitive segment is dominated by brands such as Canon and Sony.However, Nikon were intent on becoming a relevant player, increasing their market share by at least 15% and raising brand awareness.The starting point was to leverage Nikon’s brand values, tradition, quality, professionalism and innovation nd open the brand up by involving a broad customer basis.A pan-European trend survey showed that everyone is a photographer with their own audience, that special moments are captured not by just one picture, but by thousands, that photos give meaning and value to technology-based communication and that sharing pictures has increasingly made them a form of self-expression. So Nikon enables everyone to capture, share and express the richness of life.Nikon wanted people to think: “I could have taken this photo.”So instead of the brand talking about itself, it spoke from the customers’ perspective, through the brand and communication platform:I AM Nikon.With a TV campaign focusing on the client and not the product, Nikon exceeded their target and achieved an overall market growth of 25.4%. Their most recent Nikon compact camera, the Coolpix S300 became the most successful camera of 2010.Brand awareness increased dramatically, with a 100% growth in Russia and 37% in Germany, two of the 12 countries which experienced impressive market growth. Nikon has well and truly established itself in the compact segment.
Coolpix S8000
案例简介：简介: 2009 年，尼康为自己设定了一个雄心勃勃的目标。改善他们在紧凑型细分市场的定位，以吸引更广泛的消费者。对于尼康这个通常与专业摄影和高性能相机相关的品牌来说，这是一项不小的任务。这一极具竞争力的细分市场由佳能和索尼等品牌主导。然而，尼康打算成为一个相关的玩家，至少增加 15% 的市场份额，并提高品牌意识。出发点是利用尼康的品牌价值、传统、质量,专业和创新，通过广泛的客户基础来打开品牌。一项泛欧趋势调查显示，每个人都是有自己观众的摄影师，特殊时刻不仅仅是一张照片，而是成千上万的人捕捉到的,照片给基于技术的交流带来了意义和价值，分享照片越来越多地成为一种自我表达的形式。所以尼康让每个人都能捕捉、分享和表达生活的丰富。尼康希望人们思考: “我本可以拍这张照片。 “所以它不是品牌谈论自己，而是从顾客的角度，通过品牌和沟通平台: 我是尼康。电视宣传的重点是客户而不是产品,尼康超过了他们的目标，实现了 25.4% 的整体市场增长。他们最近的尼康紧凑型相机，Coolpix S300 成为 2010年最成功的相机。品牌知名度大幅提高，俄罗斯和德国分别增长了 100% 和 37%，这两个国家经历了令人印象深刻的市场增长。尼康已经在紧凑型领域真正确立了自己的地位。
Coolpix S8000
案例简介：SUMMARY:In 2009, Nikon set itself an ambitious goal. Improve their positioning in the compact segment of the market in order to attract a wider range of consumers. For Nikon, a brand often associated with professional photography and high performance cameras, this was no small task. This extremely competitive segment is dominated by brands such as Canon and Sony.However, Nikon were intent on becoming a relevant player, increasing their market share by at least 15% and raising brand awareness.The starting point was to leverage Nikon’s brand values, tradition, quality, professionalism and innovation nd open the brand up by involving a broad customer basis.A pan-European trend survey showed that everyone is a photographer with their own audience, that special moments are captured not by just one picture, but by thousands, that photos give meaning and value to technology-based communication and that sharing pictures has increasingly made them a form of self-expression. So Nikon enables everyone to capture, share and express the richness of life.Nikon wanted people to think: “I could have taken this photo.”So instead of the brand talking about itself, it spoke from the customers’ perspective, through the brand and communication platform:I AM Nikon.With a TV campaign focusing on the client and not the product, Nikon exceeded their target and achieved an overall market growth of 25.4%. Their most recent Nikon compact camera, the Coolpix S300 became the most successful camera of 2010.Brand awareness increased dramatically, with a 100% growth in Russia and 37% in Germany, two of the 12 countries which experienced impressive market growth. Nikon has well and truly established itself in the compact segment.
Coolpix S8000
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Coolpix S8000
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基本信息
- 广告战役： #I AM Nikon#
- 广告品牌： Nikon
- 发布日期： 2011-06-01
- 行业领域： 摄影器材 , 电器/办公 , 数码/配件
- 媒体类别： 短视频
- 广告语言： 德语
- 媒介平台： 网络
- 获得奖项：
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