Canon Australia launched its new Canon Digital Camera campaign on March 6, with the national airing of its new "TruCapture" TV commercial on channels Seven and Ten. The $5 million campaign, which includes TV, print, online and in-store activations, showcases how Canon's TruCapture technology allows you to take photos that are so 'true-to-life'they transport you back to the moment.
"We know that capturing better quality images is the single-most important consideration for people in the market for a new digital camera. They're interested in true-to-life results; not the technology specifications that make it happen," said Darren Ryan, General Manager Consumer Marketing, Canon Australia. "Canon's heritage in developing the world's best optics and other core components is well known and a strategic advantage for us in the market; this campaign simplifies the message for the consumer based on what they want to achieve."
According to Ryan, Canon's ability to understand and then respond to consumer and market demands has enabled the company to maintain its long-term position as the market leader for fixed lens and DSLR cameras, with nearly one in every three dollars spent on a camera in Australia in 2010 being spent on a Canon*1.
"Our campaigns aim to address consumer issues and drive change in our categories," continued Ryan. "Our research has clearly shown that consumers are generally dissatisfied with the image quality of their digital cameras in poor light or difficult shooting conditions - yet they want a digital camera that's simple and easy to use.
TruCapture answers this need, and we will communicate this simply and in meaningful ways at each touchpoint."
The TruCapture campaign employs Canon's insight-driven, brand-based campaign methodology which has seen considerable success with other portfolio brands. The PIXMA inkjet printer brand's "Why print when you can PIXMA?" integrated campaign contributed to PIXMA brand awareness growing from a low of 17% in 2008 to a high of 53% in 2010; and the EOS digital SLR cameras brand - winner of the 2010 Cannes Lions Media Grand Prix for the Canon EOS Photochains campaign - added 2 share points in 2010 to finish the year with 56% value share.
Created by Leo Burnett Sydney and production company The Otto Empire, the TVcommercial was shot entirely on Canon EOS 5D Mark II and EOS 7D digital SLR cameras, equipped with Full HD movie recording. Canon's pretesting of the advertisement has shown very high motivation scores with target audiences, sitting in the top 25% of global norms and achieving a brand recognition of 85%.