Canon U.S.A. announced the launch of a new, integrated campaign for its camcorder product line up. A two-pronged effort with creative supporting Canon’s new VIXIA line of HD camcorders, as well as its revolutionary line of Flash Memory camcorders, will reach consumers through a variety of print and interactive executions. A new platform for VIXIA was developed, “Be HD,” which will communicate how Genuine Canon Optics and Canon’s proprietary video technologies help consumers to experience the full potential of HD video. The Flash Memory creative utilizes a bold, attention-getting print execution and highly interactive online executions to deliver Canon’s core message of “What video should be, finally is.”
The effort will launch with full-page newspaper ads scheduled to run in national and regional newspapers including USA Today, New York Times, Los Angeles Times, Chicago Sun-Times and San Francisco Chronicle. Additionally, multi-page magazine insertions will run in a variety of leading consumer publications, such as Entertainment Weekly, Sports Illustrated, Forbes and Rolling Stone.
Along with standard flash banners, online will be supported through a variety of interactive rich media units featuring a full video experience. An online media buy is highlighted by a varied array of consumer and trade Web sites, including Amazon.com, NYTimes.com, WIRED.com, Camcorderinfo.com, Google and CNET.