Panasonic Canada believes that some pictures are only worth a handful of words.
The electronics company is taking on the ubiquitous camera phone with a new marketing campaign promoting its line of Lumix G cameras. The print and interactive campaign from Toronto agency Quizative is built around an interactive website, ChangingPhotography.ca.
The site showcases camera features such as its Optical Image Stabilizer, Face Recognition and Intelligent ISO, but eschews the usual technical jargon in favour of a “show don’t tell” approach. The site features a series of before and after pictures that demonstrate the difference between photos utilizing the Panasonic technology and those that don’t.
The campaign, which also features interactive banners, search and print ads, is aimed at adults 25-40 with a slight female skew.
“Women are the memory keepers, whether they’re taking pictures for their family or they’re taking pictures on social occasions, but you also get the camera enthusiasts who tend to skew male,” said Denise Charlesworth, manager of advertising and public relations for Panasonic. “Our real focus is on people who want to take better pictures.”
The campaign, which runs through the end of December, is intended to showcase the superiority of Panasonic’s cameras to the camera phone.
A February study by the U.S. Consumer Electronics Association found that 18% of consumers now consider their camera phone their primary picture-taking device, up from 6% in 2009. Most of the gain has come at the expense of point-and-shoot cameras, which saw the percentage of consumers regarding them as their primary picture-taking device fall from 69% to 55% in the same time period.
“People are using their camera phones all the time to snap pictures,” said Quizative president Adrian Capobianco. “They’re good, but they’re not good enough for those occasions when you’re travelling or special events. Everyone has those pictures of the sunset or the goal or the smile, but they just miss it by a bit.”
The new site also tries to drive people deeper into the sales funnel with a series of offers and links to national retailers carrying its products.
Media for the campaign was handled by Vizeum Canada.
