The Canon Jet was a true brand activation that successfully engaged shoppers with Canon’s master brand proposition through a completely bespoke event. It enabled the brand to dominate the Christmas period and generated significant volume increases in a difficult trading environment.
Christmas is a crucial selling period for Canon. We needed to activate their core brand proposition, “Intuitive Imaging ideas that Inspire your own Creative Spirit” in a way that all shoppers could easily relate to and understand.
We gave shoppers chance to win the ultimate bespoke photographic tour of Australia. Winners were transported around the country in a specially chartered jet to capture the inspirational reef, rainforest and red centre.
A second tier offered the chance to win $500 every half an hour. The two tiers were designed to deliver on our promotional strategy of inspiring shoppers while also offering the chance of winning that drove conversion.
Canon Compact cameras regained #1 position during the promotional period with a rapid growth after it’s start
- Canon DSLR maintained market leader position
- Canon Digital Video’s and Canon Pixma printer’s brand share rose by
almost 10% with Canon Pixma printers regaining #1 market leader position in the lead up to Christmas.