Title	CANON EOS 1200D
Brand	CANON
Product/Service	MOBILE
Category	A03. MOBILE APPLICATIONS
Media Agency 2	OMD INTERNATIONAL London, UNITED KINGDOM
Entrant Company	OMD INTERNATIONAL London, UNITED KINGDOM
Media Agency	OMD INTERNATIONAL London, UNITED KINGDOM

Name	Company	Position
Alex Newman	OMD International	Head Of Mobile
Guy Marks	Mobile5	Client Services Director
Matt Jones	Mobile5	Strategy Director
Adam Vine	Mobile5	Account Director

Creative Execution

We worked closely with Mobile5 mobile specialists, to develop a mobile application-based product that solved the Canon business challenge by addressing the consumer issue. Applying a mobile application-based solution to a challenging business issue was a novel and bold approach for an established brand such as Canon but we were confident in the approach as our target audience insight work validated this approach – we had a great opportunity to engage our target through a channel that tapped into their natural behaviours. The application uses a combination of video and user exercises. It contains four specific sections, Learn, Explore, Inspire and About. The Learn section teaches the basics of photography; the Explore section guides users through their new device; the Inspire section is designed to challenge and motivate the user to become a better photographer, and the About section is a reference guide.

56% of all Canon DSLR sales have been accompanied by a download of the companion application designed to teach and inspire consumers. 44% of all application downloads are still being used on a daily basis - 8 months after download (Industry Standard: 65% apps deleted after 4 weeks), meaning the application is delivering content that users find entertaining and/ or useful! We have an average app session duration of 489 seconds, meaning that each app usage generally exceeds seven minutes, twice industry average. And importantly, Canon have seen a 7% sales uplift in companion items from their DSLR range.

82% of consumers who purchase a Canon DSLR camera leave their device on automatic settings, thus negating the point of ownership! Further investigation into this behavior identified a lack of customer understanding about what could be achieved, a reluctance to read the manual, and an inherent fear of experimentation. This presented a significant business challenge for Canon, as simplified usage meant customers had no incentive to explore further items within the range which was stunting the growth of complimentary purchases. Our challenge was to solve these problems, whilst facilitating a deeper relationship between Canon and their customers after post-purchase. Interrogation of customer behavior highlighted the popularity of mobile and tablet device ownership and usage. Our idea was to leverage this behavior and build a set of mobile and tablet companion applications that allow new purchasers to learn about their camera