Canon launches campaign for first touch screen DSLR

Consisting of TV, print, point-of-sale and digital, the new product will be a key driver in Canon’s quest for greater market share across Asia.

IDC reports that the DSLR category is likely to grow worldwide at a rate of 18 per cent to 16.76 million units this year.

The campaign was shot in the United Kingdom in August.

“The main protagonist in the communication is a professional photographer who experiences the magical moments of her colourful childhood through the lens of an EOS 650D and the images that she shoots,” Patrick Ng, senior art director at Hakuhodo Communications Asia, said.

“The camera acts as a time machine to transport her to the secret garden of her childhood years. The song 'Secret' by One Republic was also selected and recomposed to enhance the experience.”

Hakuhodo Communications Asia is the regional team responsible for driving the Canon network business in Southeast Asia. It has also recently unveiled an integrated campaign to drive preference for Canon EOS M range in Southeast Asia.

Tanner Nagib, group account director at Hakuhodo Communications Asia, said, “We leveraged on the consumer insight that amateur photographers who are passionate about their craft demand a DSLR product that delivers flawless detail, depth and colour.  All achievable through a touch screen.”

He added that those rational benefits were translated by the planning team to an emotive communication platform of ‘Ignite your passion with touch’.

“We sought to motivate photography beginners and enthusiasts who are ready to make the foray into the DSLR domain," Nagib said. "This communication seeks to demonstrate the ease and simplicity that photographers can enjoy with the EOS 650D."