Title	CANON GIG APP
Brand	CANON
Product/Service	CANON DSLR
Category	A09. Original Branded Digital or Social media
Entrant Company	UNCLE GREY Copenhagen, DENMARK
Contributing Company	UNCLE GREY Copenhagen, DENMARK
Production Company	MEDIAMONKS Hilversum, THE NETHERLANDS

Name	Company	Position
Morten Noermolle	Canon	Nordic Marketing Director
Jimmy Blom	Unclegrey	Executive Creative Director
Lars Samuelsen	Unclegrey	Chief Strategy Officer/Head Of Digital
Rasmus Veggerby	Unclegrey	Art Director
Carl Angelo	Unclegrey	Art Director
Mathias Nielsen	Unclegrey	Junior Creative
Karsten L. Kirkegaard	Unclegrey	Digital Director
Alexandra Roende Thielke	Unclegrey	Account Executive
Wesley Ter Haar	Mediamonks	Chief Operating Officer
Quinten Beek	Mediamonks	Executive Producer
Xander Amo	Mediamonks	Senior Producer
Richard Nieuwenhuis	Mediamonks	Technical Director
Jeroen Van Der Meer	Mediamonks	Executive Creative Director
Nicolas Molien	Mediamonks	Creative
Arthur Dam	Mediamonks	Senior Creative Technologist
Michiel Brinkers	Mediamonks	Senior Developer
Peter Gerdes	Mediamonks	Lead Mobil Developer

The Campaign

Challenge Canon is seeing more and more competition from the increasing quality and build-in feature of smartphones. This means that a generation of tech-savvy young consumers is in danger of being lost. They have grown up with a camera at an arms length – it being something they can use anytime, anywhere. Objective To reach the young smartphone generation and have them realize the value of high quality photography and to engage them in the Canon brand. 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 rich experiences. Execution Concerts are one of the situations where the smartphone camera is useless. The lens is too wide and the images become a messy blur of light. The strategy was executed through 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 users here stand as the content creators and tell stories through their own personal experience while demonstrating the quality difference high quality images makes. As users can pan around the live stream through their phone they can choose their personal motif and create personalized content, which gives the users an emotionally rich experience while engaging with the Canon brand.

Canon developed a tool that enabled 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 the 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.

The Canon GIG APP is a platform where the users can create and share emotionally rich experiences through high quality images on their smartphone. The Canon GIG APP is an app where users can connect their smartphone to a Canon DLSR camera and take high-quality images in real time on their smartphone where they can be shared on social media. As the users take pictures with the app they stand as the content creators sharing their images on social media and serving as product demonstrators for Canon, demonstrating the difference and value high quality images gives.