HELLO, COLOR

TitleHELLO, COLOR
ClientCANON CHINA
Product / ServiceIXUS CAMERA
EntrantBEIJING DENTSU ADVERTISING Beijing, CHINA
Entrant Company:BEIJING DENTSU ADVERTISING Beijing, CHINA
Advertising Agency:BEIJING DENTSU ADVERTISING Beijing, CHINA

Credits

The Campaign

The “Hello, Color” campaign was a challenge the way of advertising from “ to see”, to “participating”. This new campaign changed its direction to the theme of “dance”, though 360 degrees communication; this theme has been delivered to the young generations those who are willing to be a dancer on IXUS TV-CM. In the dance audition, we want to send a simple message of “ Grab your dreams with Dance”. By using both web movie and TV program to promote our brand image, finally, many enthusiastic responses have been received by over 100 million people.

Success of the Campaign

This TV program was broadcasted totally 20 times in 10 TV channels, and delivered to over 100 million people. Furthermore, our website contents got over 50 million PV. The band image was also had favorable turn as we intended. As a result, Canon achieved the top of the market.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

In order to effectively promote this Dancing Audition, and attract more dancers to participate, we made some promotion materials such as specialized posters, event cards, mirror stickers etc. in some dancing schools and dance training studios. By also cooperated with some famous magazines, the publicity coverage has dramatically increased. Work with “TuDou” website, dancer can easily upload their dancing videos to apply our audition, and also we made a individual website for this on the canon official website, people can find out the recent information online as soon as possible. The whole Dancing Audition has been broadcasted on CCTV5, which definitely lead a new trend and impulse the brand image of IXUS.

Credits

Name Company Position
Hideaki Nishimura Canon (China) Co., Ltd. Client Account Director
Yu Yamanaka Beijing Dentsu Advertising Agency Account Director
Hiroshi Yoda Beijing Dentsu Advertising Executive Creative Director
Takuma Matsui Beijing Dentsu Advertising Group Creative Director
Jiang Yong Beijing Dentsu Advertising Associate Creative Director
Beijing Dentsu CR Team Beijing Dentsu Advertising Copywriter
Contessa Chan Dentsu Hong Kong Agency Producers
PY Wong Dentsu Hong Kong Agency Producers
Richard Au Yeung Director
Leung Shuk Ming Senior Executive Producer(s)
Joanne Fang Executive Producer(s)
J. Castor / J. Pruitt / G. Thomas Click Music Composers
Phillip Chan Touches Editor