With a healthy investment of over £1 million behind the summer campaign, the 30 second spot carries a particular focus on the Nikon COOLPIX ‘Style’ range. The star of the ad is a red COOLPIX S210 - the hero product of the Style range, at an RRP of £129.99. It is used to highlight three main feature benefits of the camera (Vibration Reduction, Face Recognition and Auto Exposure) with a view to using its functionality and ease-to-use appeal to help up-sell customers through the rest of the range.
The ad is set in the early evening at a typically bustling, whirring fairground, centering around a group of four friends. The film also has some spectacular special effects, with fibre-optic lenses as fine as the point of a pen used to probe the internal workings of the COOLPIX. The premise being that whichever environment you find yourself in, the technology behind a Nikon COOLPIX camera gives you the assurance of being able to capture that priceless, special moment that you’ll want to look back over and share with your friends and family. Got the picture?
The target audience is 25 – 45 yr old males and females that are either pre-family or have young children. Their busy, full lifestyles makes capturing those everyday special moments even more important, so they want a compact camera from a trusted camera brand that will deliver the picture with the highest possible quality, at the simple touch of a button.
Jeremy Gilbert, Group Marketing Manager at Nikon UK says: “Nikon is a trusted camera brand with a rich history in manufacturing the highest quality SLR cameras. It is this heritage and quality that we also bring to our digital compact cameras in an easy to use, small body so that customers can feel assured that with a Nikon COOLPIX, they will get the picture.”
The closing shot of the ad directs viewers online to www.nikoncoolpix.tv which will be live from 20th June 2008. Here they will be able to view the ad, enter a competition to win a Nikon camera and a family Merlin Annual Pass (allowing access to a number of UK attractions including Thorpe Park, Alton Towers and more). Visitors will also be able to find out more about the COOLPIX range, and crucially, where to buy the product.