Results and Effectiveness

Launched in Q4 2009, the results for this campaign exceeded expected benchmarks. The Helicopter Boyz achieved 30,000+ views in the first 10 days (Data from Youtube access information) With more than 150,000 views in less than 2 months (Data from Youtube access information) The Helicopter Boyz has been featured in 20,000+ blogs, in multiple languages (Data from Google Analytics) In Japan alone, this campaign delivered $650,000+ in PR exposure (Nikon internal media value evaluation)

Creative Execution

The Helicopter Boyz Campaign is powered by an experiential online video and social networking campaign. The Helicopter Boyz video features two young boys dancing and entertaining an audience and projecting photos from multiple cameras that are strapped to their bodies. In addition to being distributed on 4 files sharing sites, including Youtube and Youku (in China), the blogosphere and social media networks were targeted as a way to drive engagement and awareness of the Helicopter Boyz video. The youth and playful nature of the Helicopter Boyz is designed to combat the more traditional image that some camera buyers may have of the Nikon brand.

Insights, Strategy and the Idea

The digital camera market is a highly commoditized place where consumers tend to make their buying decisions by price per pixel. New products are introduced on average every 6 months making it difficult for a new product to truly standout. With the launch of the Coolpix S1000pj there was a real opportunity to re-frame the marketplace discussion. As the world's first compact digital camera with a built-in projector the S1000pj itself created the insight that drove the campaign, a camera that changes the photo sharing experience, its not about technology its about enabling the ability to share an unique experience. The Helicopter Boyz campaign delivers an unique and sharable experience.