Capture the Night

Canon – Capture the Night

Canon wanted to engage and entice younger consumers to experience the quality of Canon cameras and position themselves as the most exciting and aspirational brand in the marketplace, whilst also ensuring their winter cashback offer was communicated to Christmas ‘gifters’.

Making the experience

Tribe focused on Canon’s ATL concept, “Urban Deer”, to create an engaging experience which allowed both the creative trail blazer and Christmas shopper audiences to take fantastic urban imagery in low light with a Canon DSLRs. We called the experience “Capture the Night”.

In keeping with the urban theme, we transformed a shipping container into a photographic studio in the heart of East London. Consumers were able to photograph our bespoke graffiti deer whilst learning low light techniques from on-site experts and wildlife photographer Jamie Hall. The best images were then shared on social media and printed for the consumer as a reminder of the experience.

We replicated this experience for Christmas gifters inside a busy shopping centre on Black Friday with a focus on the brand’s Winter Cashback promotion.  A specially created shipping container and dark room enabled consumers to take images in lowlight whilst learning about the product benefits and offers from one of our Canon experts.

The results

For the first time Canon engaged with a young and creative audience through an experience led, rather than product focused, campaign.  Consumer perception of Canon shifted from corporate to a brand which is seen as exciting and imaginative as a result of the activity.

We created a buzz around the event by seeding specially filmed pre awareness content on Canon’s social channels and articles through a partnership with the Guardian, which resulted in 4,300 people visiting the experience. What’s more, at Bluewater, nearby Currys sold out of all Canon products promoted during the event.

“Capture the Night” was adopted as the ATL campaign name.