Tan Lines
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Tan Lines
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Tan Lines
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Tan Lines
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Tan Lines
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BACKGROUND – As a top-level sponsor of Perisher Blue Ski Resorts, Nikon needed to leverage its investment and presence on the snowfields. Already an established brand in professional circles, Nikon were looking to build brand credentials amongst amateurs with their COOLPIX range of digital compacts.
OBJECTIVES – Raise brand awareness of Nikon amongst ‘snow goers’ and establish a connection between the brand and their favourite winter pastime.
STRATEGIC INSIGHT – ‘Snow goers’ don’t go to the snow to be sold to. We needed to ensure that Nikon’s sponsorship was in the spirit of being at the snow and didn’t ‘hijack’ their holidays with self-serving advertising messages.
SOLUTION – Build an instant rapport with skiers and snowboarders alike by demonstrating that “at Nikon we get snow goers”.
CREATIVE IDEA – Demonstrate how easy the camera is to use by showing people who have been using it all day out on the snow. The ‘snow tan’ – what better way than to use something that’s synonymous with skiing and also project one of the core benefits.
MEDIA USED – We concentrated activity on the snowfields via outdoor, sleds and billboards out on the runs. Skitube posters captured the audience on the way to and from the snowfields. We also ran an integrated promotional element online and as posters around Jindabyne to drive sales and leverage snow activity in store at a retail level.
Drink coasters at venues around the resort extended the message beyond the ski fields.
RESULTS – The campaign was so well received by consumers and trade that we were asked to extend it for a second year running with online and promotional elements, plus additional executions to the outdoor and press campaigns.
