While the new logo was developed by Asatsu D-K headquarters in Japan, local executions of the campaign include a new 30-second TVC that attempts to connect new Coolpix models with fashion models.
“The catwalk theme brings out the flashy image and tone of the brand,” said Yusuf Ismail, group account director at Asatsu-DK Hong Kong, which handled both creative and media buying and planning duties.
The campaign also includes large-scale OOH executions in select MTR stations, including print visuals on pillars and the back of ticket machines, and plasma ring TV displays.
In Hong Kong, Nikon competes with the likes of Sony and Canon, although Ismail believes that Coolpix has the edge in terms of product quality and function.
“Sony is popular with young consumers with their creative branding and product designs, yet for actual photo function and quality, serious photography enthusiasts still prefer using Canon and Nikon, which have an almost 50:50 market share.”
