Young generation's high expectations
Challenge
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.
The transformation of traditional advertising spaces into golden light reflectors
Solution
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.
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 the fair.
Continuous brand experience
Execution
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.
Key Facts
"Unleashing the limitless possibilities of light – via Creative Media. We perfectly staged the brand essence for the specific target group."
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