STUDents(U) Plansbook
-
Upload
andrei-nebunoiu -
Category
Documents
-
view
225 -
download
0
Transcript of STUDents(U) Plansbook
-
7/29/2019 STUDents(U) Plansbook
1/32
CANON
BRAND
CAmpAigN
-
7/29/2019 STUDents(U) Plansbook
2/32
-
7/29/2019 STUDents(U) Plansbook
3/32
WhATSCANON?
Teclent,CanonEuroesartofCanoninc.ofJaanaworld-leadnnnovatorandrovderofansolutons.
Canonoffersotoracequent,rnters,scannersandbnoculars,aswellasanadvancedraneofDtalCoactandSLRcaerasforconsuers(botrofessonalsandaateur).
Tecoanyalsoasabusnesstobusnessseent:CanonsBusnessSolutonsandCanonsindustralproductsBusnessUnt.TenaeCanonwasdervedfroKwanon,teBuddstgoddessofmercy.
-
7/29/2019 STUDents(U) Plansbook
4/32
WhATSBEENDONE-CANON
1. You Can i the C Erpe rlatforandsdesnedtosuortteessenceofteCanonbrand.itebodesalltatsoodaboutourroductsandservces.
itsdesnedtonsreandencouraeourcustoerstoexloretercreatvtyandbeeoweredbyourtecnoloes. (sourcewww.canon-europe.com)
Launcedn2002,twascentraltoCanonsfrsteveran-Euroeanadvertsnrorae.SncetentasbecoeannteralartnCanonsadvertsn,sonsorsactvty,brocure,andackaedesn.
Wek pit:Youcansaconfraton,ssoetnassve,ecanccoeredtoSonysgoCreateforexelewcsrovocatveandasacalltoacton.
2. Tke re th pictre. Tke saconcettatCanonlauncedbnotexloretotsaxuotentadecdedtoudatetandcreatean
andacaanbasedontsdeaorenforaton,seeActureswtousandandonewordsconcet)
3. Ie aywhere wasntroducedatCanonstec
sowcaseCanonExo2005n reresentstecoanysabl
aborderlessenvronentofedevces,aesandnforateolelveandworktewayt
vrtuallyanyte,anywere. Wek pit:Anywerestand
otercoanes/roducts/sernotelnCanontostandou
-
7/29/2019 STUDents(U) Plansbook
5/32
WhATSBEENDONE-CANON
5. Reie the pwer ie srosetoteworldandreresentterostonn(brnntepowe
tolfe).itstenewestofCanonsEstrateesandadbeenannounce10t2009.
4. We pek ie underlnestelevelofrofcencytatCanonaswentcoestoanytnrelatedtoae.
ForofferncontnutytoCanonscouncatonalcaans,weaveelaboratedanewconcetbasedontsonetatltsonceoreCanonsrofessonalsandelusersfeeleberofastronandassonatecounty.(fororenforaton,seeSeakCanonconcet)
-
7/29/2019 STUDents(U) Plansbook
6/32
WhATSBEENNiKON(teanc
TeiaNkoncaan
sots,rntsandalsoonlneYouTube,FaceBook,Flckrblo).
Tedfferentsots/rntssterroducts,rovestatteveryneedyouaveandofacounty(becauseaNkon).
-
7/29/2019 STUDents(U) Plansbook
7/32
DEFiNiNgThEpROBLEmCURRENTSiTUATiON(CANONANDCOmpETiTiON)
Pre t ve:
durnteastfewyears,Canoncanedterbrandstratey,ostonnandlatforsseveraltes,eneratndfferentessaessoeteswtnocontnuty.
also,altouteyseetoaveastronstrateybendandaclearvsonofwatteywantandwoteyare,Canonscouncaton(ncludnads)wasntconsstentenou.
anoterssuesreresentedbytecaanslauncedbytecoetton(esecallyNkonsiaNkoncaan).Canonastocreateandantanaclearstratey,aveawelldefnedostonnandsustanadurableadvertsncaan.
-
7/29/2019 STUDents(U) Plansbook
8/32
TARgET
We ivie r tret it 3 iereteet:
a. PRofEssIonal sEgmEnT: exerenced assonate nvestnteequent otoraysaassonbutalsoterjob needrofessonalanddverseequent
b. amaTEuR sEgmEnT: takeotosnortantoentsofter
lfe
notsosklled dontusealltefeaturesofacaera teratttudescanbenfluencedby
advertsn;brandawarenessandtoofndarealsorelevanttobuyndecsonanddeendentonadvertsn
C. busInEss To busInEss sEgm frosallbusnessestocoro
evenovernents dfferentandcolexneeds(
rnts&racarts,reularornters,softwareandroraetc)
a 3 ri iiict ice t tht hve ieret ee veiprtt tht we cicte cwith ech the.
-
7/29/2019 STUDents(U) Plansbook
9/32
WhATWENEEDTODO
avertii ojective ei iterti ie/ rcpi (t e eicte t ie prct t t theetire cpy / r) the jective we etihe reeer:
caneteconsuerercetontowardsteexerenceoftaknandaknctures,teowerofaeneneralandCanonsroductsnartcular
transtteneedofavnaoodcaeraandsettleCanonastefrstcocewensoeonestnknaboutbuynone
akeCanonusersfeelartofasecal,stronanddedcatedcounty
-
7/29/2019 STUDents(U) Plansbook
10/32
BRANDSTRATEgY
postonnantanteReize the pwer Ieessae
Canonelseolereize the pwer iebybencreatve,connected,quetlyconfdentandbyseaknaetroucouncatons,roductsandexerencestatareanatve,knowledeable,assonateandloyal.
ADVERTiSiNgSTRATEgY
Weroose3dfferentconcetsallwtaersonal,eotonal
andassonatearoac.EacoftetrestocatureCanonsessenceandsnternatonallyvald.TeyalsocontnuetedrectontatCanonsrevousstrateesavesaed.
-
7/29/2019 STUDents(U) Plansbook
11/32
CONCEpT1.ApiCTUREiSWORThONEThOUSANDAND onE WoRd
Watweean:
FACT:afaousquotesaysactureswortonetousandwords
pROBLEm:nowadays,teotoractecnoloyasadvancedsofartatcaerasfrotesaecateory(rce,tecncalfeatures)areveryucalke
SOLUTiON:tstruetatanaeexressesoretanwordscan,buttssalcabletoanyracreresentaton
ofteworld.Canonbrnstscoonexerencetotenextlevel,vntthe extr ee
-
7/29/2019 STUDents(U) Plansbook
12/32
CONCEpT1.TVC1(30)
Arltresonanewdressnfrontofarror.gir: honey,doestsdressakeelookfat?Z t: acouleofnutesfastforwardednwcteantrestosowandexlansoetntoer,estculatnalot.(SFX:alotoftalkngonfastforward)Z-i:Terlfacnterror,erboyfrendbender,reflectedm:(catcnsbreat):No!Terlsles.Freeefrae.(SFX:camerashot)sper ( ):
ActureswortonetousandandONEWORDi
-
7/29/2019 STUDents(U) Plansbook
13/32
CONCEpT2.TVC1(30)-Storyboard
-
7/29/2019 STUDents(U) Plansbook
14/32
CONCEpT1.TVC2(30)
Acoulenarestaurant.Terlleansover.gir:Doyoulovee?Z t:acouleofnutesfastforwardednwcteantrestosowandexlansoetntoterl,estculatnalot.(SFX:alotoftalkngonfastforward)Z-i:tecoulefacneacoterm(catchnghsbreath):Yes!Terlsles.Freeefrae.(SFX:camerashot)sper ( ):
ActureswortonetousandandONEWORDi
-
7/29/2019 STUDents(U) Plansbook
15/32
-
7/29/2019 STUDents(U) Plansbook
16/32
-
7/29/2019 STUDents(U) Plansbook
17/32
-
7/29/2019 STUDents(U) Plansbook
18/32
CONCEpT2.SpEAKCANON
Watweean:
FACT:wearealldfferent
pROBLEm:weoftenavetroublefndntertwordstoexressourselves,evennournatvelanuae
SOLUTiON:aesarewellknownasbennternatonallyreconableandeasytounderstand
-
7/29/2019 STUDents(U) Plansbook
19/32
CONCEpT2.TVC(30)
Aanentersarestaurant,nTaland.Tewatercoestotaketeorder.
m: iwouldlkesomefresTewaterlooksatwtadubface.m: JevoudradesfrtesTedubexressonsstlltere.m (experte):patatasfrtas?!Fnallyteanssandakesawatsn.TenetakesoutsCanoncaeraandstartsbrowsnctures.SuddenlytewaterstartsnoddnalyandsaysMnfrng thxd,translatnwatteanssown.Fadetoblack.Tewaterandteansaknandsaly,aseextste
restaurant.sper Vo: DoyouseakCanon?
-
7/29/2019 STUDents(U) Plansbook
20/32
CONCEpT2.TVC1(30)-Storyboard
-
7/29/2019 STUDents(U) Plansbook
21/32
-
7/29/2019 STUDents(U) Plansbook
22/32
-
7/29/2019 STUDents(U) Plansbook
23/32
CONCEpT3.LiFEDESERVESACANON
Watweean:
FACT:tsnaturaltowantwatsbestforteonesyoucareabout,esecallywentcoestoaes,becauseotoscatureterlvesandyours
pROBLEm:tsacoonstaketotnkofacaeraasarelatvelynon-ortantaccessory,onlytorerettatsoeontnte
SOLUTiON:lovelfe,vetaCanon!
-
7/29/2019 STUDents(U) Plansbook
24/32
CONCEpT3.TVC(30)
mic: ticinteror.Strsofsunsetlttroualfclosedblnds.
Anoldcoulesoe.Lotsofotorasnfraes,ontefurnture.Cutto:Anoldanslooknataoto,ontefrelace.heutsolassesandleansover,totakeabetterlook.hetentakestotototewndowandstrulestoseetedetals.Cuttohsfnercaressesteblurredfaceoftewoannteoldcture.hseyesarewdeoen,reflectntebarsofltadarkness.fe t ck.Ct t:Exteror.Sun.16footae,70sflran.Couleatacn
aclffannabovetesea.mVo: ifiweretolvetallagan,iwouldntchangeathngBeautful,lfesandheridjustbuyabettercamera.
sper: lie eerve C
-
7/29/2019 STUDents(U) Plansbook
25/32
-
7/29/2019 STUDents(U) Plansbook
26/32
-
7/29/2019 STUDents(U) Plansbook
27/32
LiFEDESERVEBTLTsdeacaeoutforaBTcaneaslybeusedasavraOurlanstobuldabcatateerfectlyoneofCan
ofteuecaera,arealconnectedtotesootnWewanttoBuyedaandtolacetebrelcansfaoussquaresofteb
Ourdeastoakefrendsbcaera.Soewllstayandoneoftewlloanbutton.Afterabflasandteaewllbedrectly
dtalscreensfrotesqunRoana,nearteUnrCocorStorewcastefaadenEuroeCocorCcturewllreanterefotobeabletoflorcaturewtterowncaeras,
-
7/29/2019 STUDents(U) Plansbook
28/32
LiFEDESERVEBTLForexale,pccadllyCrcSquarenLondon,UnrSqSquarenRoana).Teseustavebdtalscreewcwewllnstantlydsadewttebcaera.
ToaketevenorenterlvewebcasforoterstoreactontotsCanonactvalsorecordteroentsawebsteorYouTubecanabletovewteselvesafttewllsurelywanttoso
terctureasaearedpccadllyCrcusoranyotwtbdtaleda.
-
7/29/2019 STUDents(U) Plansbook
29/32
mEDiAANDBUDgETTVChANNELSWORDWiDE
VIEWERs(000s) Rech(%) Tii 2011 freecy (per t
DscoveryTravel&Lvn 712 51 1stofJuly-1stofAuust 600
Euronews 690 29 2ndofJuly-1stofAuust 210
Nat.geo 570 42 3rdofJuly-1stofAuust 600
mTV 930 38 4tofJuly-1stofAuust 300
Eurosort 1230 39
TVChANNELSFORSpECiFiCCOUNTRiES
KanalD(Turkey) 193 40 4tofJuly-1stofAuust 120
mBC2(Duba) 122 33 5tofJuly-1stofAuust 120
TOTAL 1950
mAgAziNES
fREquEnCY Circ. Ct per it ( pe) bet ()
plusmaane pY 67160 1500 1,500,000.00
Cosooltan m 80,705 1650 2,475,000.00
ReadersDest m 1000000 1500 1,500,000.00
gQ m 107000 1500 1,500,000.00
Nat.geo 15py 1500 2,250,000.00
Togear m 134000 1600 2,400,000.00
CouterSweden 104pY 450000 1500 1,500,000.00
TOTAL 13,125,000.00
pERiOD:1stOFJULY-1stOFSEpTEmBER prcesaredenonatednpOUNDS,freeofVAT
-
7/29/2019 STUDents(U) Plansbook
30/32
uit uit Ct
()
Tt Ct speciicti
PRoduC-
TIon
ONLiNE web-ste 2.00 15,000.00 30,000.00 web-stedesn,a
server,doan-fowttefveblo
actvtywtteu
OOh teuecaera 50.00 5,000.00 250,000.00
OOh rntstroutteanctes 0.00
TVSpOT teanTVsot 1.00 6,000.00 6,000.00
TVSpOT tetranslatonoftesots 70.00 150.00 10,500.00
FacebookAlcaton 1.00 5,000.00 5,000.00
ToTal 301,500.00
mEdIa OOh 50.00 5,000.00 250,000.00 terentforteub
OOh 500,000.00 rnts
TELEViSiON 1,650.00 4,467,000.00
pRiNT 6,000.00 13,125,000.00
ToTal mEdIa 18,342,000.00
OThERCOSTS 6.00 5,000.00 30,000.00 tcketsandocket
bloers
HR CREATiVE 80.00 70.00 5,600.00
ACCOUNTmANAgEmENT 150.00 50.00 7,500.00
COpYWRiTiNg 50.00 70.00 3,500.00
ToTal HR 16,600.00
AgENCYFEE 650,000.00
TOTALAgENCY 666,600.00
ToTal ValuE 19,340,100.00
-
7/29/2019 STUDents(U) Plansbook
31/32
EVALUATiON
Forteoutdoorrntswewlluseanewontornsystewcusesrecordncaeraslocatedbendeacrnt.Tesecaerasdetecteacarofeyestatseeternts,avnacertanvsualanle.Tsway,terewllberecordedonlyteersonswoactuallylookatternt.
ForteTVstatonswewlluseteontornrovdedbyeacstaton,reardntenuberofvewersandtereacofteTVsots.
ForteFacebookalcatonswewllusetenstsoftefanaewcwewllcreate.
ForteBTLactonwttesxbloerswewllontortenuberofeolewoaccesstewebaesecallycreatedfortsrealty-sow.
ForteoterBTLacton,wtteuecaeralacednfaoussquares,wewlluseteontornsysteofeacdtaldslaytatwllbeusedtosowtecturestakenby
teassers-by. Atteendoftecaanwewllateralltenforaton
andwewllakeasurveynsuerarketsandsquarestofndoutwatsteeolesononaboutCanon.Tenwewllcoareteresultswtteresultsobtanednteastyears.
-
7/29/2019 STUDents(U) Plansbook
32/32
EVALUATiON
Forteoutdoorrntswewlluseanewontornsystewcusesrecordncaeraslocatedbendeacrnt.Tesecaerasdetecteacarofeyestatseeternts,avnacertanvsualanle.Tsway,terewllberecorded
onlyteersonswoactuallylookatternt. ForteTVstatonswewlluseteontornrovdedby
eacstaton,reardntenuberofvewersandtereacofteTVsots.
ForteFacebookalcatonswewllusetenstsoftefanaewcwewllcreate.
ForteBTLactonwttesxbloerswewllontortenuberofeolewoaccesstewebaesecallycreatedfortsrealty-sow.
ForteoterBTLacton,wtteuecaeralacednfaoussquares,wewlluseteontornsysteofeac
dtaldslaytatwllbeusedtosowtecturestakenbyteassers-by. Atteendoftecaanwewllateralltenforaton
andwewllakeasurveynsuerarketsandsquarestofndoutwatsteeolesononaboutCanon.Tenwewllcoareteresultswtteresultsobtanednteastyears.
ACCOUNTS:Elenamate,Caelamoroanu
ARTS:Andrepascale,AndreNculescu
COpYWRiTER:AndreNebunou
pLANNER:georanaBulaea
COORDiNATOR:gabrelBranescu,Assocateprofessor