Canon sinks $3 mil into EOS campaign

May 31, 2010: Canon Australia has announced it will continue with its popular ‘World of EOS’ marketing campaign through 2010, with a $3 million ad spend over the next months.

The new campaign elements build upon the 2009 strategy, which saw the EOS brand maintain its No. 1 category spot with 54 percent value share and 33 percent growth in revenues versus 2008.

The common theme through nearly all of the 2010 campaign elements is the use of ‘real’ images entered by everyday photographers who participated in the various World of EOS challenges. The World of EOS website will be further developed and include six new tutorials and the launch of a new Canon EOS Photo5 competition. This will be in addition to the ad campaign spanning TV, online, cinema, outdoor and print.

The campaign launches with four innovative TVCs that were filmed using the EOS 5D Mark II and EOS 7D digital SLR cameras – the first time that a commercial quality EOS TVC has been shot using the Full High Definition (HD) video capability of these digital SLRs.

This follows an entire episode of the TV series House being shot on a Canon EOS 5D this year.

‘This latest EOS campaign inspires people through imagery instead of focusing solely on EOS digital SLR technology – it uses real people, real images, real passion and real inspiration,’ said Chris Macleod, brand manager, EOS, Canon Australia.

‘Canon was the driving force in growing the consumer digital SLR market in 2009, and we are investing heavily in the market again this year with the aim of further driving category growth as well as passion for the category by engaging and inspiring consumers with creative photography.’

The EOS TVCs launched on Sunday, May 30.

In addition to conventional outdoor advertising featuring Canon users’ photographs, audio panels will be used throughout the CBD outdoor advertising in Sydney, Melbourne and Brisbane so the public can actually hear the story behind the image.

Print advertising will feature EOS Masters photographers along with an image that each is proud of.

For the first time, EOS is also investing in cinema advertising, which will showcase the popular EOS Photo5 challenge as well as the campaign TVCs, inspiring others to get involved in the World of EOS.

A selection of EOS Photo5 images from the 2009 challenge will also be on show at the Digital Life Expo in Melbourne later this week.