nikon  1

Nikon features photographers with online photo map

Nikon Canada and One Advertising's attempt to demystify big camera gear

Nikon Canada has created an interactive photo map using some jaw-dropping pics from photographers around the country to showcase its cameras in a new campaign.

The map, housed in a Facebook app, allows consumers to click on a province or city and look at pictures taken at a given location, supporting the idea that “the perfect moment can happen anywhere.”

Visitors can also click through to see a side-by-side comparison of the photo and the place it was taken via Google Street View.

Screen shot 2014-07-18 at 11.17.49 AMBuilt in-house at One Advertising, the app pulls photos from 500 entries consumers submitted during the first phase of the campaign, which ran from June through early July. During that time, the brand also gained 15,000 Facebook fans (consumers have to like the page to view the photos in the app).

According to Matthew Sinuita, Nikon’s account director at One Advertising, the idea behind the initiative was to showcase Nikon’s line of lenses and demystify large lenses that can be intimidating to consumers. Each photo on the map lists the type of lens it was taken with, showing a variety of types and styles of photos.

Sinuita said the brand wanted to show consumers that buying a new lens for their camera was almost like buying a whole new camera, allowing them to take different types of photos.

The initiative also included a contest and experiential activations at Luminato, TD Toronto Jazz Festival and the Honda Indy. At each event, brand ambassadors had large yellow cutouts mimicking the design of app that consumers could take photos with.

The app was supported by a Facebook ad buy.

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match