Canon Share Your Love: Digital & physical campaign with web app
Event – Marketing – Design & content
Industry: Camera & Electronics
Assignment: Activation of the Canon Christmas campaign in Sweden and Denmark
We were commissioned to activate Canon’s Christmas campaign “Share Your Love” in Sweden and Denmark. The campaign created great buzz and spread both digitally and physically through a visually appealing box with giveaways when purchasing any Canon product.
Our solution involved a conceptual multi-stage approach and guerrilla marketing. We developed a web application where users could upload images that were shaped into hearts, with personalized messages to share on Facebook with the click of a button. These heart messages were also sent to a database and projected large on a building in central Stockholm or Copenhagen during the event night.
To increase the spread of the app and the event, we produced videos that were promoted via Canon’s social media channels and YouTube prerolls. The target audience shared their messages on Facebook, resulting in viral spread.
Unfortunately, the City of Stockholm was not as enthusiastic about the ideas for the projections, so we had to improvise. On the day of the event, we dressed up as construction workers, placed road cones and reflective demarcation tapes at Stureplan at the height of Svampen. From a minibus, we projected large heart messages, and many of those who sent in messages were there to see their messages. A mingle photographer documented the event and showed pictures in real time, all while the Christmas shopping was going on. Love was spread, and we even witnessed a marriage proposal!
The event was filmed and compiled into a movie that combined images from the event with Canon’s Christmas offer. The campaign went viral and was highly appreciated in both Sweden and Denmark.
