The campaign will appear throughout Europe and South Africa, with the first TV ad airing on UK television over the Easter weekend from 2 to 5 April 2010 on ITV, Channel Four and Channel Five.
The “I am” campaign will roll out in television, print, outdoor and online formats and will be supported by a dedicated website as well as social media channels to encourage consumer interaction.
Created by Jung von Matt/Spree, this is the first campaign that the agency has produced since their appointment as Nikon Europe’s retained advertising agency in September 2009.
The campaign plays on Nikon’s existing tagline ‘At the heart of the image’ and includes real-life scenarios in which people show who they are with a Nikon camera.
Various pop culture and historic moments are referenced in the spot, including a scene depicting a baby’s real first steps similar to the historic first walk on the Moon. This scene shows the moment a baby takes its first steps and was created using actual footage recorded on a Nikon D5000 camera.
Other footage shown includes Robbie Williams turning his camera on the crowd at his concert, ‘I am Cinderella’, for which a Spanish bride who allowed her final pre-wedding preparations to be filmed for the campaign, ‘I am Here’, showing holidaymakers exploring the Egyptian pyramids, and ‘I am Part of the World’, featuring people from across the globe interacting with each other using the internet and their Nikon cameras.
The campaign also focuses on Nikon’s new range of Coolpix cameras, including the S8000 and S3000, incorporating taglines such as ‘I am a Super Zoomer’ and ‘I am Attractive’ to help communicate the products’ key features and benefits to customers.
Birgitta Olson, general manager of marketing communications at Nikon Europe, says: “We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience.”
Julia Peuckert, planning director at Jung von Matt, adds: “We feel that this campaign really gets to the core of how photography is used today: in a playful, social and self-expressing way. By using real people in real situations we hope our audience will recognise itself and will feel inspired by Nikon.”