EXECUTIVE SUMMARY RESEARCH HIGHLIGHTS Canon is the leading camera company in the Philippines with 26.

.8% of the total market share in the industry: 53% command in DSLR and a 38% on point and shoot

Changing preferences amongst consumer for new demands of camera devices, which are convenient and of higher quality

Survey results show that quality specs is still the top factor for buying a camera with 85% however an increase of convenience factor marks a significant result of 82% making it second.

Due to this need marketers are in a bandwagon of release in their own mirrorless camera. However, Canon is ate to enter the mirrorless camera market. Having only introduced the EOS M, Canons first mirrorless camera by the late of 2012 and not providing promotional efforts making the product loose the opportunity to pioneer the new product statement. Having only less than half of the total quarter of the total respondents to know about the product.

PROPOSED THESIS DESCRIPTION The project is a non-traditional advertising campaign for the product Canon EOS M. Canons first foray in the mirrorless camera product segment.

The non-traditional advertising campaign strives to promote and increase awareness on this new product offering of Canon by strategically targeting hobbyist photographers on the socio-economic class of A, B, and upper C, ages 20 35 in the Philippines, which is anticipated to drive sales and create a favorable image of Canon in the mirrorless camera segment.

Rather than just competing with the media clutter, the campaign will communicate more personally to the target market through various nontraditional executions and marketing tactics where the target market is widely accepting the message.

New and schematic strategy designated to create an identity for the product through the study of the product, target market and their preferences as well as the advertising to the camera industry.

CAMPAIGN AND COMMUNICATION PROPOSAL MARKETING OBJECTIVES 1. To introduce Canons first mirrorless camera, Canon EOS M, to the target market. 2. To develop a market share for the product, in the mirrorless camera segment. 3. To sell the product to the target market and increase the products sales. 4. To maintain and further increase the demand and brand loyalty for Canon to its consumer.

MARKETING STRATEGY

1. By generating an integrated non-traditional advertising campaign, which will revolve around a single idea. 2. By primarily targeting the niche market of hobbyist photographers, to specifically overwhelm the segment and making them the early adopters for the camera 3. By creating an event that shall introduce the product and encourage product trial amongst the target market

ADVERTISING OBJECTIVES

1. To develop product awareness to the brand 2. To instill Canon as the top of the mind brand for mirrorless cameras among consumers 3. To persuade the target market in opting to Canon brand when purchasing mirrorless camera

ADVERTISING STRATEGY 1. By positioning the product as a mirrorless camera that enables users to enjoy the moment while seamlessly capturing it. 2. By infusing product interaction and experience of the target market with the product. 3. By developing promotional materials and strategically placing them where the target market is very much exposed 4. By creating advertising materials that will: a. Be memorable and attention grabbing, which will stimulate the target market to action towards the product b. Provide collaterals that shall remind them about the product

CREATIVE OBJECTIVES VISUAL To capture the target markets attention and have them relate on to and interact with the execution

VERBAL To inform the target market that Canon EOS M is a camera that enables them to take quality pictures through its specs in a much more convenient way

CREATIVE STRATEGIES VISUAL By using an after-only or life with the product imagery that shall enable the target market feel on what it is like on using the product

VERBAL By using fun and persuasive copy that will imply on how the product is very much ideal to use

MEDIA OBJECTIVES To reach the campaigns target audience through arresting guerrilla advertising that will directly promote the product. To ensure recall about the product and the message that it conveys. To capture the target audiences attention when they are least expecting it. MEDIA STRATEGY By placing executions on most places or areas where the target market passes or goes to. By considering media placement, channels and prints favored by the target market.

CREATIVE DESIGN RATIONALE

The concept of enjoying the moment while experiencing every shot is expressed to a seamless visual of life with the product/ after-only strategy.

SUMMARY AND CONCLUSION The target market for this campaign proposal has been identified as the Technological-Savvy, Socio-Economic Class B to Class C High School and College Students (13 22 years old) residing in the National Capital Region of the Philippines. This market segment is chosen primarily to target their formative years, to maximize the longevity of the campaign message and carry out relevance and timeliness amongst the market. Majority of the respondents claimed that they are mall fans, although significantly not loyalists of the Robinsons Malls and actually patronizes more of the brands competitors. This marks the brands request of market extension in order to conduct a check-andbalance amongst their market.

Based on the extensive research conducted, the market also identified that their most preferred advertising medium is through Word-of-Mouth process, hence the proposal to use a Non-Traditional Approach to the campaign. As technology-savvy people, the market is aware of the rising Online Alternatives of Malls, but theyre still slightly cynical on the idea of engaging in the transaction methods. The market also declared that they do feel an emotional attachment to malls in general, and from the interviews conducted, the insight of todays rising digital age slowly alters the way consumers move and interact with brands was highlighted. The availability of online mall alternatives is now turning to be an excuse for consumers to turn down the idea of malling. The interviews also concluded that malls, besides providing convenience, also raise the feeling of

belongingness and unseen capability of instilling intrinsic, long-term happiness, which serves as the backbone to this campaigns strategy: engaging the target market to get out there and experience the Robinsons Malling, to have them participate and share the feeling of belongingness and joy encouraged by the Robinsons Malls through the use of innovative media outputs.

The proponent crafted this seven-month Non-Traditional Advertising Campaign aiming for the months that the market is highly active on activities, festivities and social media such as the Lets Make Moments campaign tagline will be most applicable. The construction of ads involved market participation with a before-and-after, slice of life strategy to justify life without the product and Life with Robinsons Malls in order to ensure relevance and communicate the product benefit.

The campaign proposal can be considered as a first step to a campaign message that the brand can benefit and still relay on even after the campaign duration. It shall also be the first total advertising campaign to completely utilize the use of Non-Traditional approach in the whole of Philippine Retail Industry, which can pioneer the brands product differentiation, pave way to a potential bigger market share in the future, elevate the brands deal amongst tight competition and foundational with todays generation that will rekindle the brand to its potential loyalists. The proponent therefore concludes that launching this campaign will not only be beneficial for the brand but for the consumers as well.