In order to promote the Canon GIG APP we made a partnership with the Danish band Turboweekend on their 2015 tour. To get the fans to download the app we used on-location communication at the venue, placed on all spots participants would stay; venue façade, wardrobe, toilets, bar and concert-hall walls. And as the fans joined the venues Wi-Fi connection they were immediately suggested to download the app.

The Canon GIG APP is developed for iPhone and Android.

The GIG APP concept will be implemented with concerts across the Nordic region in partnerships with artists and venues.

Canon developed a tool that enables the young and tech savvy generation to experience the visual and emotional advantages of high quality photography.

By creating the Canon GIG APP the brand has build a scalable activation idea as well as a content platform that enables engagement and provides real value for their future customers.

· The average user took more than 60 pictures.

· 41% of the pictures were shared on the users social media platforms.

In the coming months Canon will be rolling out this initiative across the Nordic region and the technology allows Canon the flexibility to be present at everything from small intimate concerts to large summer festivals.

The technology provide Canon with a platform that could be extended beyond the realm of music to everything from sporting venues to tourist attractions, creating an opportunity to scale the initiative to other segments and age groups.

Insight

Young consumers capture emotional rich experiences with their smartphones all the time. But for some experiences the mobile camera doesn’t cut it.

Strategy

In Canon’s pursuit to take on the threat from mobile photography we want to place Canon in situations where we can demonstrate the advantages of high-quality photography through visual and emotional experiences and have people engaging with the brand.

Idea

Concerts are one of these situations where the smartphone camera is useless. The lens is too wide and the images become a messy blur. The solution is the Canon Gig App – a concert app where users can connect their smartphone to a Canon DLSR camera and take high-quality images in real-time on their smartphone from where they can be shared on social media. The GIG APP is a product demonstration that puts a high-quality DSLR experience right in the hands of every fan.