Our initial idea: the perfect Christmas promo for a mass audience would be ‘win whatever you want’. Incommunicable in an exciting way...

The creative idea used the smile detector feature - camera detects a smile, focuses there.The Present Detector was born. A promo cameras' ‘feature’ that makes anything on your camera's LCD your potential present. Buy a Nikon COOLPIX, take a photo of your present and win it.The Present Detector's icon marked possible presents: online (price comparison sites), press (icon on stuff+URL). Reach built by 3x TVCs, 6x 5'' radio spots, icon on Nikon COOLPIXs' LCDs in the POS.

Nikon Coolpix achieved, both in November (17.1% market share in volume) and December (20.3% market share in volume) 2011 the No.1 position in the compact camera market in Poland. Nikon Coolpix ahead of the main competitor in compact cameras - Sony. In the same months in 2010 Nikon Coolpix was in 2nd position. Sales mission accomplished.