Today I am going to write something close to a tribute to the best advertising campaign on air at the moment. It is the Nikon 'I am' campaign I'm talking about. I think they TV ads are so strong so they almost make my heart burst with happiness for seeing such great creative and insightful work. And the print and digital is equally strong. I don't know the agency behind the campaign but I hope that the communication isn't just empty words but rather a portrayal of what the Nikon company and brand truly want to offer to the world. My understanding is a brand that is absolutely passionate about offering their customers the ability to express themselves and who they are freely. The whole idea is clearly based on a strong consumer insight: 'the need to feel free and be able to demonstrate your true self to the world'. On the site 'I am' Nikon express it this way: "No matter what I use my camera for I always say something about myself with my photos...whether I’m capturing holiday memories or snapping party shots, whether I’m just having a laugh or earn a living as a photographer. With my Nikon I can combine my personality and my dreams. With my Nikon I can show the world who I am".
Why is this campaign so strong? Well, at the heart of it lies great quality products. But to make those products truly desirable and worth paying an extra margin is the key to success. And in this case Nikon has identified how to truly connect to consumers through insight and human emotions. Watch the ad and see how they use copy, imagery and music to create a very strong, emotional connection with the viewer. It is powerful, isn't it? I love it anyway. And feel pretty keen to buy a Nikon now....
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