© Serviceplan Group 2024
Challenge
Young generation's high expectations
For the young generation, "Instaworthy" snapshots have become indispensable. Good cameras and photography skills are essential. In a highly competitive environment with strong smartphone competition, NIKON aims to continue connecting with its target group, motivating them to engage with professional photography.
Over 60% of people share photos of their travels on social media, with the number rising to 97% among millennials. Platforms such as Instagram and Pinterest are global drivers behind the photo boom.
Smartphone producers increasingly emphasize their rapidly developing camera technologies.
As a brand that has dedicated its heart and soul to photography, it is now more important than ever to firmly position itself with true photo enthusiasts.
NIKON wants to motivate its target group to engage with professional photography, introducing them to their wide range of camera products.
PHOTOPIA Hamburg is the photography fair in Germany. Every autumn, companies present all products, solutions and services relating to imaging. Visitors are people whose business, hobby or passion is photography or filming.
Idea & Strategy
The transformation of traditional advertising spaces into golden light reflectors
Idea:
The basis for good photos is the right lighting conditions. NIKON aimes to win over the photo community by unleashing the limitless possibilities of light. And this all over Hamburg and during PHOTOPIA.
To accomplish that, classic OOH advertising spaces were transformed into tangible photographic equipment. Our innovative and interactive golden photo reflectors – to take away, tear off and try out – were designed to provide perfect light for spontaneous shoots.
Strategy:
To creatively and effectively attract aspiring photo enthusiasts as well as the young, photo-savvy generation, we created unique out-of-home experiences that caught everyone's attention.
Around the exhibition location, we set up a range of OOH advertising spaces with removable or swiveling reflectors and attracted the attention of fair visitors.
The centerpiece, however, was our Golden Billboard. A classic billboard transformed into an adjustable light reflector. We placed it directly at the main entrance of PHOTOPIA in Hamburg, Germany's most important photography trade fair.
In this way, NIKON inspired the target group to interact playfully with our golden billboards to capture the perfect light for their photos.
Execution
Continuous brand experience
With a geo-located teaser campaign on Instagram and Facebook, we drew the attention of our target group to our highlights during PHOTOPIA:
The Golden Billboard
The highlight of the campaign: an extraordinary billboard, completely covered with golden reflective foil. The main entrance to PHOTOPIA provided a perfect stage for the eye-catching installation and attracted curious trade fair visitors.
The billboard was accompanied throughout by a professional NIKON photographer, who provided visitors with "golden-glow" memory photos.
NIKON "To Pick"
Around the trade fair, wild posters with tear-off reflector foils to take away encouraged passers-by and fair visitors to playfully engage with light, photography and NIKON. The call-to-action: "Pick me up" made it clear that taking away is definitely wanted here.
NIKON "To Share"
We installed high-quality folding reflectors with a diameter of +1m on classic 18/1 surfaces in popular Hamburg trendy districts and near trade fairs. The integrated reflectors were easy to remove and could be borrowed for photo shoots, but could also be hung up again.
NIKON "To Turn"
Our numerous adjustable reflector posters on street lamps provided the spontaneous "golden glow". With the CTA "Turn me. Shoot with me." we provided eye-catching and interactive photo equipment. Classic election posters reinterpreted.
NIKON Community
Content creators, influencers and creatives shared their experiences on social media in cooperation with NIKON. Under the hashtag #betterwithnikon, the enthusiasm for the brand was shared with global photo communities.
NIKON School of Photography
A QR code on all advertising materials led to the "NIKON School of Photography". Workshops and lectures with German and international professionals are offered here for beginners through to professionals and for all photographic interests.
Results
NIKON unleashed the limitless possibilities of light
NIKON's innovative OOH installations accompanied the ambitious PHOTOPIA community both before and on the way to the trade fair and ensured a continuous brand experience and attention.
The strategic placements at and around PHOTOPIA led to numerous encounters with photo enthusiasts. More than 20,000 visitors came into contact with the NIKON brand during the trade fair.
The extension of the campaign on social media achieved over 500,000 views and impressive community interaction on content with our "Golden Billboard". The innovative out-of-home measures illuminated Hamburg like never before and appealed specifically to the photo-enthusiastic target group. In total, we were able to reach around 130,000 people with our first movers.
And best of all: our "reflectors-to-go" can also be used beyond the campaign period whenever perfect light is needed.
Key Facts
“Unleashing the limitless possibilities of light – via Creative Media. We perfectly staged the brand essence for the specific target group.”
Director Creative Media & Awards
Mediaplus
Credits
A huge praise and thank you goes to our photographer Sascha for the fantastic results!
And a heartfelt thank you to our amazing creators:
Alina Rudya
Marion Payr
Dalia Bohn
Bell Collective
NIKON DACH
Sarah Engel, Department Manager Marketing Communication DACH
Mediaplus International
Sergio Leopoldo Borzillo, Global Head of Growth
Barbara Favero Antoine, Senior Client Consultant
Lois Matilda Stottrop, Client Consultant
Philipp Haas Unit Director Client Consulting
Lukas Pachoinig, Senior Client Consultant & Director Creative Media
Mediaplus Germany
Maximilian Florian Schöngen, Global Creative Lead
Sabrina Duchow, Director Creative Media
Theresa Fechler, Senior Art Director
Daniela Ibler, Manager Creative Media
Tejus Harrit, Copywriter
Maria de la Soledad Carpintero, Art Director
Cromatics GmbH
Chris Ludwig, Content Creator & Editor
Victoria Kalich, Project Manager
Belinda Staude, Project Manager
Alexander Henke, Content Creator
Let's get in touch!
Sabrina Duchow
Mediaplus
Let's get in touch!
