Canon's overall communication objective was to sustain its high level of brand preference and increase the sub-brand preference of its Ixus and Powershot products.
Skive helped MSN win a pan-European media owner brief to fulfil these objects across its digital network, with the unique solutions the MSN platform offers.
The target audience was broad audience: 20-55 year old men and women, in all life-stages, who are both experienced DSC users looking to replace their camera in the near future, and new users. This was broken up into 'Go Getting Technophiles', 'Ambitious Techno Junkies', 'Progressive Parents', and 'Family Focussed'.
The creative concept was 'Smile Moments', with the overall objective being When you take a picture with my digital camera and say "Smile", you think of Canon.
The consumer insight was that photo's are the best way of capturing life's memories. The most important memories you want to capture and remember are the happy ones. Therefore people love a smile on a picture: it reflects the emotion of the moment.
This was coupled with the fact that Canon compact cameras have the best technology (image stabilisation, face detection, 10X zoom), so you can be sure to capture every smile.
Skive's task was to examine ways to exploit this insight and marry it to the creative proposition.