Break into Cannes Prediction Contest - 'Street Colors - Your Styles' for Cannon

Break into Cannes Prediction Contest:

Street colors - Your StylesMuôn sắc phố phường – Đa màu phong cách

By Hồ Gia Hoàng(This is a personal work with non–commercial purposes)

Content

1. About Cannon Digital Ixus

2. Objectives

3. Target audience

4. Challenge

5. Proposition

6. Idea

7. Execution

About Canon Digital IXUS

First introduced in 2000

Mid-range market

Design

• Young and modern

• Various colors

Function

• Face and smile detection

• Light enhancement

• Wifi connection

• Cool photo filters

Objectives

Marketing objectives: To increase sales of Canon

Ixus camera on Christmas, Calendar New Year

and Lunar New Year.

Communication objectives:

• To make people aware of some major features of

Ixus: colorful designs and photo filters;

• 300 people participate in the first round of the

Photo contest.

Target audience

• Age: 20- 30

• Job: student and officer

• Status: single or married

• Already own a camera or want to by a new on

Demographic

• Live in cities, especially Ho Chi Minh city and Ha NoiGeographic

• Love taking pictures with family and friends on special occasions

• Like to share photos on social networksPsychographic

Challenge

Canon camera is good

but too expensive

and unfashionable

There are so many things

needed to pay at the end

of this year so I have to

use the money wisely

Proposition

Canon IXUS captures your moments with friends and family on colorful celebrations

(Christmas, Calendar New Year, Lunar New Year) in which you show your young,

modern styles and characteristics

Idea

You show your own personality on colorful streets on special celebrations

Street colors - Your Styles(Muôn sắc phố phường – Đa màu phong cách)

Executive

Photo Contest:

Executive

Description:

• Online contest on: www.canon.com.vn.

• The photos show your personalities while

traveling on colorful streets on Christmas,

Calendar New Year or Lunar New Year. You can

take the photo yourself or with friends and

family. Submit at least 01 photo for each round.

Executive

Round 1: December 16th - December 29th

2013

• Busy street – I…

• (Phố tấp nập –Tôi…)

Round 2: January 2nd - January 9th

2014

• Peaceful street – I…

• (Phố an yên – Tôi…)

Round 3: January 10th - January 16th

2014

• Colorful street – I…

• (Phố sắc màu –Tôi…)

•03 rounds, each round has a topic

Number of entrants

Round 1: over 300

Round 2: 50 Round 3: 25

A winner

Executive

Registration procedure:

• Step 1: Access to www.canon.com.vn/contest

• Step 2: Create an account

• Step 3: Submit your photos

Executive

• Step 4: Add filters

Executive

• Step 5: Add your slogan

Executive

Score:

• The score will be counted by the number of

votes on the website. Each photo/album can be

voted by Facebook, Google or Yahoo account.

• The winner is the one who has the highest

number of votes after round 03.

• The winner will be awarded a trip to Singapore

for 02 people. All the participants receive a

10% discount voucher for a Canon Ixus

camera.

Executive

Communication plan:

• Banners on websites such as VnExpress,

Dantri, 24h.com.vn;

• Banners on Facebook;

• Digital posters placed in Canon stores and

elevators at shopping malls such as Vincom,

Diamond, Crescent Mall;

• Email-marketing.

Poster

Thank you!