東區學英語 | 菁英東區校 攝吧 你的趣味人生 用Nikon展現生命力
SUMMARY:
In 2009, Nikon set itself an ambitious goal. Improve theirpositioning in the compact segment of the market in order to attract a widerrange of consumers. For Nikon, a brand often associated with professionalphotography and high performance cameras, this was no small task.
This extremely competitive segment is dominated by brands such as Canonand Sony. However, Nikon were intent on becoming a relevant player,increasing their market share by at least 15% and raising brand awareness.
The starting point was to leverage Nikon’s brand values, tradition, quality,professionalism and innovation nd open the brand up by involving a broadcustomer basis.
A pan-European trend survey showed that everyone is a photographer with theirown audience, that special moments are captured not by just one picture, but bythousands, that photos give meaning and value to technology-based communicationand that sharing pictures has increasingly made them a form of self-expression.So Nikon enables everyone to capture, share and express the richness of life.
Nikon wanted people to think: “I could have taken this photo.” So insteadof the brand talking about itself, it spoke from the customers’ perspective,through the brand and communication platform:
I AM Nikon.
With a TV campaign focusing on the client and not the product, Nikon exceededtheir target and achieved an overall market growth of 25.4%. Their most recentNikon compact camera, the Coolpix S300 became the most successful camera of2010.
Brand awareness increased dramatically, with a 100% growth in Russia and 37% inGermany, two of the 12 countries which experienced impressive market growth.Nikon has well and truly established itself in the compact segment.
Nikon廣告則主要為著打造品牌而拍——所謂「Branding」的做法——我說的是「IAM NIKON」這個將攝影需求分流的一系列廣告。
將不同攝影用家的生活追求，切割成各段五至二十秒不等的片段，再以單字配進Nikon簽名式的蛋黃色畫框，構成「I AM _______」畫面，實行以攝影作出自我聲明。
我們看到愛在山谷尋幽探秘的型男帶著相機影影影然後就「I AM 馬可勃羅」、愛冒險拍下龍捲風的記者就是「I AM 不顧一切」、影象出現結婚簽紙時感動場面，當然是「I AM 我願意」吧。
將各種生活場面化作攝影場域，把品牌的印象鑽進每一個感動細節，這種Branding，平易近人，簡單有效，筆者欣賞到不行。當然，這種鍾愛，與有筆者偶像JamieOliver帶同女兒Daisy演出甚有關係。
整段短片襯以佛羅里達州(Florida)電音製作人Ben Cooper的作品〈Welcome Home〉。
本身是另一電音組合ElectricPresident主腦的Ben，現在則以Radical Face的名義進行創作，並得到樂評界的一致好評。筆者將會為Electric President撰文，現在則對這系列的Nikon廣告未能在香港播放感到可惜。我們未必需要(相對)硬銷的港女獨立旅行日記，反而這種Classy的生活實拍更值得廣傳。
如果，本身對生活敏感，懂權衡輕重，又對理想有追求，又何需數分鐘的流浪短片去挑逗出走念慾？請認清自身所需，無論是對攝影的追求，以至人生。
資料參考
http://www.died.tw/2011/10/i-am-nikon.html
http://www.onebandoneday.com/?p=876
http://www.thedrum.co.uk/directory/case/1692/323/nikon-i-am-nikon/
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