Cannes Lions
MEDIACOM, London / NIKON / 2012
Overview
Entries
Credits
Execution
Buyers of Hollyoaks-branded cameras could win a part in the show.Nikon have seven colours in their Coolpix range. We matched a Hollyoaks character to each one. Asda got bespoke packaging for Coolpix featuring the characters. Every camera had a pre-loaded personal message from that colour’s character thanking the purchaser for buying the camera and giving them the chance to win a walk on part in the show. And because everyone loves the chance to meet a celebrity we sealed the deal with Asda by taking their buyers to meet the cast at Channel 4. And the character tie-ins with colours from the range gave us the perfect platform to bring the “I am…” campaign to life on screen with our Hollyoaks sponsorship, through credits that related to each character. For example one break-bumper linked the slogan “I am full of mysteries” to the enigmatic character Warren.
Outcome
Sales increased by over 300%!We improved important sales-driving brand metrics such as “the brand for you” and “stylish design”.Sales through Asda increased by 332% over the course of the campaign.Nikon Coolpix doubled its market share.
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