2009 SILVER

CONSUMER ELECTRONICS

ASHTON'S NIKON COOLPIX

NIKON, NIKON INC.

Yasuyuki Okamoto, Pres.-CEO
Lisa Baxt, Sr. Comm. Mgr.

MCCANN ERICKSON NEW YORK

Joyce King Thomas, CCO
Larry Platt, Sr. VP-Creative Dir.
Thomas Sullivan, VP-Creative Dir.
Kathy Love, Sr. VP-Exec. Producer
Kevin Scher, Exec. VP-Group Dir.
Wendy Leahy, VP-Art Producer
Kristy Hunston, Mgmt. Rep

MRM

Greg Kaplan, Sr. VP-Creative Dir.

INITIATIVE

By the end of 2007, Nikon's market share in the point-and-shoot segment hit an all-time low. Nikon needed to engage young people to increase its share and compete with the consumer electronics giants. To get young people to listen, Nikon needed to stun them. So Nikon created an online application that not only stunned but also gave young people a chance to stun others. They were driven to this application via an integrated TV and print campaign, featuring actor Ashton Kutcher. As a result, Nikon more than doubled its market share.