TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
The Best Part of Photography
In 2004, Kodak was reengineering its business to compete in the digital world. Kodak had designed the Picture Maker digital kiosk to spur consumer printing, a vitally important business stream, but they didn't know how to leverage it against the competition. Moreover, consumers weren't printing their digital pictures as they had done with film -- a daunting problem the entire category was struggling to overcome. This is the story of how the agency and client responded, investigating the problem and finding the solution. The result: awareness and preference for the Kodak kiosks significantly increased and usage soared over and above original projections.
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
The digital camera market, which has had explosive growth, is transitioning into a mainstream category. Canon is one of the top three brands. Even with Canon's relatively strong brand position, there is very little brand differentiation between brands. Canon recognizes that as the market matures, brand differentiation will determine brand leadership. Canon also wants to secure itself as one of the leading brands by capturing more substantial market share. Canon needed to demonstrate that there is a clear difference between digital camera brands. By creating a campaign that leveraged the unique Canon DIGIC image processor, we could demonstrate that all digital is not the same. Since the launch of the campaign, Canon has more than exceeded its objectives.
Client: Canon USA, Inc.
Agency: DCA Advertising
Through understanding our focused target audience and truly defining the problem (that TV as a category was not broken) the agency team was able to find a motivating and differentiating benefit for UltimateTV. This lead to a head to toe brand re-design and campaign which resulted in an 80% increase in sales in the campaign period.
Agency: Venables, Bell & Partners