Smart Media

<p>It's not always that blowing something completely out of proportion </p><p>is a good thing, but how else do you promote the world's smallest </p><p>digital camera? </p><p><BR><BR> </p><p>When Canon launched the Digital Ixus in Singapore, it turned out to be </p><p>the island republic's biggest-ever launch, according to Dentsu </p><p>Mandate. </p><p><BR><BR> </p><p>Using a huge, flat-bed truck with an enclosed glass area measuring </p><p>approximately 2.4 metres high by 1.5 metres wide and 3.8 metres long, </p><p>there was no way consumers could miss it. </p><p><BR><BR> </p><p>Travelling all over Singapore through its busiest streets, the showcase </p><p>on wheels (created by Capital City Posters) contained two greatly </p><p>enlarged models of the Digital Ixus on rotating platforms to give people </p><p>a chance to see the camera from all angles. </p><p><BR><BR> </p><p>"The Digital Ixus is the world's smallest digital camera, so we gave it </p><p>Singapore's biggest launch," said Canon Singapore deputy general manager </p><p>(camera division) Tiger Ishii. </p><p><BR><BR> </p><p>Dentsu Mandate coordinated the multi-tier campaign. </p><p><BR><BR> </p><p>- Submissions for Smart Media should be sent to Mr Alfred Hille at </p><p>MEDIA, 6/F Ming An Plaza, Phase II, 8 Sunning Road, Causeway Bay, Hong </p><p>Kong. </p><p><BR><BR> </p><p>Please send visuals of your nomination, as well as a comment on why you </p><p>thought it worthy of inclusion in the Far Eastern Economic Review's </p><p>Smart Media column. </p><p><BR><BR> </p>

by | 09/01/2000