Encouraging users to blow into the phone’s microphone to reveal the camera, the ad is engaging users with an innovative experience
mCanvas, the experiential storytelling ad platform for small screens, in collaboration with Merkle Sokrati, a Dentsu Group agency and a leading performance-focused, technology-enabled data-driven customer experience management (CXM) company, created a rich-media mobile ad for Canon India’s Mirrorless Camera, EOS M200. Using cutting-edge technology like sound recognition, the ad is engaging users effectively and is creating a lasting impression.
Canon, the world leader in imaging technologies, wanted to popularize its mirrorless camera - the EOS M200, a smart, connected, lightweight Mirrorless camera, designed for the social media influencer who desires to deliver high quality content. Coupling its best in-class features with the ability to send images to smart devices instantaneously, the camera is the optimal choice for users who need to manage visual content on the go.
The brand wanted to engage with its audience in a way that would evoke the influencer in them while subtly convincing them to switch to the EOS M200 to create stunning photo and video content, and simultaneously increasing awareness about the product. It was thus imperative for mCanvas to create an ad that positioned the camera as the ultimate solution to create drool-worthy content for social media.
In order to fulfil the brand’s objective, the expandable ad opens to the impactful copy ‘Does the influencer in you want to create better?’, with visuals of emojis. The ad then transitions to the next screen, with the copy ‘Don’t fear, we have you covered!’, along with an instruction to ‘Tap Here & Blow to Uncover’ at the bottom of the screen. On blowing into the phone’s microphone, a bunch of emojis fly upwards covering the entire screen, revealing the EOS M200 camera and the brand’s messaging. Additionally, a carousel displays the product’s features and CTA ‘Register Now’, directing users to the brand’s landing page, where they are asked to enter their details to proceed with the purchase of the product.
Reaching over 2.9 million users, the campaign is witnessing an impressive engagement rate of 1.9%, which is over 9 times the 0.20% industry average for mobile banners. Users are spending whopping 11 seconds, on an average, engaging with the ad.
Mr. C Sukumaran, Director, Consumer System Products & Imaging Communication Products, Canon India said, “The Canon EOS M200 is specially designed for social media influencers, to help them produce engaging and quality content. For the same, we wanted an advertisement that is not only engaging but also disruptive and drives relevant conversations. With this innovative tech-enabled mobile ad, we have reached out to the right consumer and established a strong brand recall. We are sure that with this seamless integration of technology and creativity, we will be able to encourage influencers across the country to redefine their photography experience with the EOS M200.”
“We live in an era of fast internet and cheap smartphones, where not only distribution but also the creation of content is easy. Canon, with its EOS M200 mirrorless camera, wanted to empower content creators to create quality content for their followers using the product’s cutting-edge features. We knew our audience and leveraged the equipment at hand, i.e. their mobile phones. The campaign was spot on with clear messaging, creating aspiration – which lead to high engagement,” said Chirag Chandiramani, AVP – Client Operations, Merkle Sokrati.
Akshay Mohini Nandoskar, Regional Sales Head – West, mCanvas concluded, “Empowering influencers with the right camera can work wonders in the production of quality pictures for social media. Since the brand desired to creatively engage this market segment, it was important for us to deliver a tech-driven ad in order to fulfil their objectives, boost user engagement and increase top of mind recall.”
Canon India Pvt. Ltd., a 100% subsidiary of Canon Singapore Pvt. Ltd., is a world leader in imaging technologies. Set up in 1997, Canon markets over 200 comprehensive range of sophisticated contemporary digital imaging products and solutions in India. The company today has offices and warehouses in 14 cities across India and employs over 1000 people and over 850 channel partners. Canon India till date has opened over 250 retailer stores accredited as “Image Square” across 100+ cities in the country. Canon India’s service reach extends to over 633 towns covering 18 957 PIN codes across India - which comprises of 250+ Camera collection points, 16 Camera repair centers, 279 Printer repair centers, 191 Copier, Scanner and Large Format Printer Sales & Service dealers. (Data as of September 16, 2020).
In sync with its corporate tagline- ‘Delighting You Always’, reinforced by World class technology, Canon offers an extended product portfolio, including copier MFDs, Managed Document Services, Printers, Document and Cheque Scanners, Digital Cameras, DSLRs, Cinematic Imaging Products catering to the multiple market segments of consumer, SME, B2B, Commercial, Government & PSUs.
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 120+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: www.mCanvas.com
Merkle Sokrati, a Dentsu Group agency, is a data-driven, technology-enabled performance marketing agency. We work with world-class brands from across the industry verticals to build and execute customer-centric, people-based performance marketing strategies that take personalization to higher level, delivering truly unique and tailored customer experiences in real-time.