How do we attract and grow enthusiast photographers to Canon EOS?
A series of 5 photographicchallenges, in a simple brown box, mailed to thousands of enthusiasts, with the output informing both online and national galleries that didn't just showcase one person's way of seeing, but thousands. Our strategy, target the enthusiast photographers, helping take their creative photography to the nextlevel, by challenging them to experiment and discover new techniques.
Now in its 4 th year, over 25,000 entries each year, over 7000 photographs showcased at the national exhibition, and providing Canon with metadata to up and cross sell, achieving 118% above value growth targets.
Direct,eDM, digital, branded content online and offline