OPPORTUNITY

• To create brand awareness and promote its new all-features-in-one camera - GIX Mark II. Canon leverage Yahoo's homepage to target photography lovers aged 30 to 45. The campaign "In Praise of Shadows" targeted at those who looked for a professional camera with advance funcation, creativity and high image quality at low light.

SOLUTION

Yahoo Ad Solution:

• Adopted the slide bar effect to highlight the high-functioning sensor and processor of the new camera

RESULTS

• The Roadblock with Slide Bar plus Video attracted the audience
• The conversion rate recorded around 80%, higher than other placements among all employed website format. This format was more appealing to those users for studying more about the product.
• The campaign won the Outstanding Display-Best Rich Media Award in the Yahoo Big Idea Chair Awards 2014

Campaign: Canon PowerShot G1X Mark II
Advertiser: Canon Hong Kong Co. Ltd.
Media Agency: Mindshare Hong Kong Ltd.
Creative Agency: THE KITCHEN LIMITED