Canon wanted to increase the sales of the Powershot s95 by making an emphasis on its new smile shutter technology. They knew that when people test the features of a camera they are more likely to buy it. So thats exactly what we wanted to do. We wanted everybody to have a chance to try this new technology, but since we know our target audience we also realized they craved interaction and entertainment. We just had to find a way for these to coexist and be effective.

This massive sampling increased the sales of the Powershot s95 by 14%, it made Canon the most popular camera in the market, and at the same time it gained a huge following based on technological advances and innovation.

We knew what we wanted to achieve, and we also knew that the best way to do it would be by doing a massive sampling so we could get as many people as possible. Our knowledge about our audience led us to create an interactive flyer. One that captures pictures, and at the same captivates their passion. We created a paper replica of the camera that ignited the curiosity of our audience by inviting them to experience a new technology, while feeding their need for entertainment with a popular film. A flyer that would capture the smiles in the movie.

This promotion was relevant because our target audience is smart and tech savvy, at the same time they are not amused by traditional methods of advertising. These are informed consumers that make calculated purchasing decisions based on testing and experience. This is why we had to create something functional for them to have, something that would mimic the real experience of the technology, at a massive scale.