MIDDLE EAST AND AFRICA – Nikon is pleased to announce that its successful I AM NIKON platform has become global, with the introduction of ‘I AM ON A MISSION’ to mark Nikon’s recent launch into the action camera market with its KeyMission range.
For the first time, the I AM NIKON platform is present in all major markets including the USA, Japan and China. The award winning* campaign was initially launched in Europe in 2010 and was then extended into the Asian markets, including Australia, helping Nikon achieve improved market positions where present.
The three products in the KeyMission range bring storytelling to a whole new level of immersion, opening up far more possibilities for hands-free filming and photography, not only for thrill-seekers, but everyone with a story to share. The ‘I AM ON A MISSION’ documentary style campaign reflects this, inspiring its users to document and share their missions with the help of one of the new Nikon KeyMission models. By bringing to life consumers’ insight and point of views, the campaign reinforces “it’s not what you do, it’s why you do it’.
Nikon has entered the action camera market by shifting the focus, giving people a platform to share their own message behind their mission, not just the action itself.
While the media mix will vary by market, the online component will be particularly strong to support the launch of a global hub. The hub encourages consumers to explore the Nikon KeyMission range of products. At the same time, consumers can look forward to experiencing many different inspirational missions already documented by the cameras. Over time, the hub will be opened up to consumers to share their own missions shot with the Nikon KeyMission cameras.
Berlin-based agency Jung von Matt, who created the I AM NIKON campaign, will continue to drive the global adoption by all markets.
Till Eckel, General Manager Creative, Jung von Matt comments: “Celebrating people's very own missions and putting their stories in the centre of everything is the core of our campaign. Not only does it embrace the human touch of I AM NIKON platform, but it makes the brand stand out in the action segment by creating a strong point of differentiation with regards to the competition."
Birgitta Olson, General Manager, Global Marketing and Research Strategy Division, Imaging Business Unit, Nikon Corporation comments: “The I AM NIKON campaign has been one of our most successful marketing initiatives to date. The continued creativity and consumer-led approach have contributed to its longevity, and I am delighted that it is now being implemented in new international markets. We hope the campaign resonates with both existing and new audiences and achieves further commercial success as we enter this exciting new market segment.”
* I AM NIKON campaign was awarded an European Gold Effie award in 2011