Nikon: I AM Nikon

Nikon: I AM Nikon

Nikon has a long history as a premium camera manufacturer and is strongly associated with professional photography. However, being perceived as ‘pro’ was alienating broader target groups, rather than being an attraction. To address this, the campaign needed to raise awareness of Nikon, making it a more approachable and relevant player in the compact segment. Within two years of the campaign launch Nikon had created an emotional brand and communications platform, which increased sales dramatically and elevated Nikon from an insignificant market position to market leader in January 2012. For every one Euro spent, the campaign yielded a 5.76 Euro profit