Kancil Awards

The Malaysian Advertising Awards

(10.3) Film [Non-Broadcast - Single] - MERIT, Canon 'Freewhodowan', Lunch Communications

Brief
Canon PIXMA printers have had very little presence on social media. Out of 212 total conversations, its Share-of-Voice (SOV) was only 46%. To raise Canon PIXMA's SOV on social media, targeting students active on social media and their internet-savvy parents.

Solution
We created a #freewhodowan microsite with a hash tag counter and promoted it using online banners on popular sites. To generate interest, we engaged 6 opinion leaders and 2 bloggers and launched 3 YouTube videos. A total of eleven milestones had to be completed, with randomly selected participants winning a PIXMA printer!

Title
Canon "Freewhodowan"

Product / Service
Canon PIXMA Printer

Client
Canon Marketing Malaysia

URL
http://www.youtube.com/watch?v=C2Xmkg3HRp0&;;list=UUykt1UbsV103LHSufstqo9Q

Executive Creative Director
Woon Hoh

Creative Director
Joseph Lee, Bee Lee

Art Director
Nikki Chong, Joseph Lee

Copywriter
Allan Lee

Designer
Chong Chin Yau

Client Service
Tanner Nagib, Margaret Chew, Weiling Teng, Krystal Santa Maria

Production House
The Core Studios

Production House Producer
Ho Ming Han

Film Director
Ho Ming Han

Director of Photography
Bryan Lim

 

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