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

Rethink Breast Cancer launches custom product line

Give-A-Care products designed for young women with breast cancer

ICA reveals new Sid Lee-designed brand identity

Work includes a new word mark and a "lockup" that attaches to all events

Former One Method designer stars in new Axe ad

The ad is part of Axe's "Self Maker" video series

The inevitable winner in the emotional vs. rational ad debate

Why sticking to the facts is not enough when lies are everywhere

John St. wins Home Hardware

The Toronto agency beats out five shortlisted shops in six-month review

MES 2016 maps out the customer journey for marketers

Experts from social, newspapers, direct mail and TV discuss integrated planning

Carlaw Communications scores a gaming client

Throwback Entertainment selects Toronto firm for media and influencer management

Trans-Canada Trail rebrands seeks to connect Canadians

Five-week digital campaign looks to build brand awareness of the 25-year-old trail