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For Canon, advertising on BBC World News and bbc.com provided a perfect opportunity to bring its Take Stories campaign message to audiences across different platforms. Carefully planned TV advertising around BBC World News’ technology and travel programmes combined with the first-ever exclusive sponsorship of bbc.com’s In Pictures section to drive awareness and click-through.

Objectives

• Raise awareness of Canon’s latest high-end digital cameras
• Drive traffic to the campaign’s Take Stories microsite
• Enhance brand perceptions for Canon

Creative solution

A carefully targeted TV advertising campaign around BBC World News’ technology and travel programmes fast:track and Click aligned Canon advertising with relevant lifestyle programming. Online, the first-ever exclusive sponsorship of bbc.com’s In Pictures section provided the perfect fit for Canon’s Take Stories message, supported by behavioural targeting, pre-roll video and banner advertising.

See examples of Canon's campaign creative: Leaderboard  |  Sponsorship button

Key results

• The campaign generated 34 million impressions and 45,500 hits on the Take Stories microsite in only eight weeks¹
• Exposure to pre-roll video ads increased perceptions of Canon as “innovative and stylish” by 20%²
• The cross-media campaign delivered a 109% uplift in spontaneous Canon advertising awareness²
• Top-of-mind awareness for Canon rose 21% as a result of exposure to either TV or online ads²
• When audiences were exposed to both platforms, top of mind awareness doubled to 42%²

“The multimedia approach delivered a clear and positive uplift in brand awareness and consideration for Canon and its products.”

Sophie Bingham, International Account Manager, PHD

Source

¹ DoubleClick, December 2009 - January 2010.

² MetrixLab cross-media campaign evaluation, January 2010