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Campaign Media Awards 2012 - Best IT & Consumer Durables Campaign: Nikon Coolpix

The challenge was to encourage young people to consider the Nikon Coolpix compact camera, even though they might have a smartphone that takes photographs.

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    Credits
  • Title: I Am Hollyoaks
  • Media agency: MediaCom
  • Media director: n/s
  • Media planner: Phil Jameson
  • Creative agency: Doner
  • Account planner: n/s
  • Client: Nikon UK
  • Brand/product: Coolpix
  • Marketing director: Jeremy Gilbert
  • Brand manager: Claudia Paul

The strategy was based around the idea that the photos you take tell a powerful story about the character that you want to project; to make this resonate, the strategy tapped into youth’s obsession with celebrity.

Supermarket distribution was essential to achieving a successful sales period, so MediaCom created a partnership between Hollyoaks characters, Asda and Nikon. Buyers of Hollyoaks-branded cameras distributed in Asda could win a part in the Channel 4 show.

Sales of the cameras through Asda increased by 332 per cent over the course of the campaign.

This article was first published on campaignlive.co.uk

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