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Nikon

Nikon. A return to television after 15 years. Background. Nikon came back onto television after an absence of 15 years, advertising its Coolpix range in the run up to Christmas in 2001 Nikon targeted ABC1 Adults across the ITV1 regions of LWT, The North and Central

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Nikon

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  1. Nikon A return to television after 15 years

  2. Background • Nikon came back onto television after an absence of 15 years, advertising its Coolpix range in the run up to Christmas in 2001 • Nikon targeted ABC1 Adults across the ITV1 regions of LWT, The North and Central • In this case study Granada have been able to demonstrate, through a bespoke research survey, how successful television has been for the Nikon brand

  3. Objectives • To launch Nikon as a digital brand, with the aim of achieving brand leader status for the Coolpix 775 and 885 cameras • To ensure consumers are aware of, and have confidence in, the Nikon brand • Globally, to be one of the top three digital brands

  4. Results ITV’s bespoke research service Made-To-Measure* was used by Nikon across October and December 2001 in ITV1‘s North macro. The survey was based on ABC1 Adults; the target audience within the survey are all respondents who own a camera and intend to buy a digital camera in the future ADVERTISING AWARENESS Television advertising awareness for the target audience reached 40% in December +116% In the month Nikon was on television, spontaneous awareness of the Nikon brand name rose from 40% to 42% for the target audience * To find out more about Made-To-Measure contact Nicole Stephenson on 020 7396 6160

  5. Results % AGREE ALL THOSE WHO TARGET RESPONDENTS SAW THE TV AD AUDIENCE ‘experts in photography’ 52 62 67 ‘forefront of digital technology’ 38 54 51 ‘make cameras for beginners & professionals’ 46 54 61 ‘worth paying extra for’ 35 46 46 ‘understand what ordinary people want 40 55 53 from photography’ "These results for Nikon are an endorsement of television‘s ability to cut through in an increasingly fragmented media landscape.” Allister McDonald, Associate Director, OMD UK

  6. Summary • Television has the ability to communicate with large numbers of consumers and to quickly build awareness: 85% of ABC1 Adults watch television every week • 62% of the ABC1 Adult population saw the Nikon advertising, equating to nearly 14 million ABC1‘s* • 30 million Adults across the UK saw the Nikon campaign* • The creative improved brand perception and awareness and ultimately drove sales • Nikon have since committed to another television campaign * Source: BARB/DDS Nov-Dec 2001

  7. Testimonial "We were delighted with the campaign that ran over the Christmas period and have committed to another run before Easter. Our agency, BMP DDB, were able to work closely with Granada Enterprises, upweighting ITV1 regions, specifically targeting our audience, which ensured the success of the campaign. Feedback from the survey has allowed us to develop our strategy further. We are confident that television works well for us as a medium to build our brand awareness." Jeremy Gilbert, Group Marketing Manager, Nikon UK

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