Creative Brief- Nikon S630
Key concept
Consumer reviews show that consumers believe they can get a better quality product at the same price as the Nikon S630.
Problem that advertising must solve
We need to show consumers that the Nikon S630 camera has more advanced and user friendly features at an average price compared to similar cameras.
Advertising objective
Differentiating the Nikon S630 from other cameras in its class to change their idea of the S630 compared to competitors.
Creative strategy
Target market: Mothers aged 25-45 who have a household income of at least 45,000. These mothers are constantly taking pictures of their children on the go. They are very involved in their children’s lives. They thrive in social situations and tend to live very busy lives. They are quick to adapt to new technology to keep up with their family but are cautious about their finances because they want to make sure that their family is provided for.
Principal competition: Canon, Olympus, Kodak, Sony, Fuji and Samsung which all take a similar approach to Nikon which is the ability to capture great images with ease. Camera Phones are convenient to consumers since they do not have to carry around another piece of equipment. Video Cameras can now take videos and pictures which allows consumers greater flexibility in saving memories.
Key consumer benefit: Memories that can be saved for a lifetime.
Reason(s) why: Uses a SD memory card that can be used over and over again. Images are easily transferred onto the computer. Images can be printed and put on CDs at home or at a photo lab.
Tone: Energetic, whimsical
Mandatories and Policy Limitations
Logo
Contact info. www.nikonusa.com
No Ashton Kutcher references, this campaign needs to take a different direction to reach this target market.