Canon Presents New Ad Campaign Supporting Both VIXIA Flash Memory Camcorders
Canon U.S.A., Inc., a leader in digital imaging, today announced the launch of a new, integrated advertising campaign for its camcorder product line up. A two-pronged effort with creative supporting Canon's new VIXIA line of HD camcorders, as well as its revolutionary line of Flash Memory camcorders, will reach consumers through a variety of print and interactive executions. A dramatic new platform for VIXIA was developed, "Be HD," which will communicate how Genuine Canon Optics and Canon's proprietary video technologies help consumers to experience the full potential of HD video. The Flash Memory creative utilizes a bold, attention-getting print execution and highly interactive online executions to deliver Canon's core message of "What video should be, finally is."
Canon VIXIA HF10
Both efforts feature the flagship of Canon's new VIXIA HD and Flash Memory lines, the VIXIA HF10 Dual Flash Memory camcorder. Touting its sleek design and loaded feature set, the campaigns will redefine consumers' experience with camcorder technology.
"Our new VIXIA and Flash Memory advertising captures the essence of what Canon video stands for - superior image quality, design and convenience," said Yuichi Ishizuka, senior vice president and general manager, Consumer Imaging Group, Canon U.S.A. "We're excited to share the next evolution of video technology with consumers and to continue providing the overall best video experience."
A two-pronged effort with creative supporting Canon's new VIXIA line of HD camcorders, as well as its revolutionary line of Flash Memory camcorders, will reach consumers through a variety of print and interactive executions.
"This new campaign places a strong stamp for the Canon Video brand in the marketplace," said Doug Fidoten, President, Dentsu America. "We're using fresh, innovative executions that connect with today's consumer by delivering the full product experience, and generating conversation about the Canon VIXIA HD and Flash Memory brands."
Media
A fully integrated campaign will launch with full-page newspaper advertisements scheduled to run in national and regional newspapers including USA Today, New York Times, Los Angeles Times, Chicago Sun-Times and San Francisco Chronicle. Additionally, multi-page magazine insertions will run in a variety of leading consumer publications, such as Entertainment Weekly, Sports Illustrated, Forbes and Rolling Stone.
Along with standard flash banners, the online campaign will be supported through a variety of interactive rich media units, featuring a full video experience. An extensive online media buy is highlighted by a varied array of consumer and trade Web sites, including Amazon.com, NYTimes.com, WIRED.com, Camcorderinfo.com, Google and CNET.
† IFI Patent Intelligence Press Release, January 2008
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