What We Did

  • Consumer media relations
  • Broadcast media relations
  • Online and digital communications
  • Media promotions from national print to local radio
  • Event marketing, stunts and launches
  • Consumer research, diagnostics and trend tapping
  • Experiential and Lifestyle marketing programs
  • Product integration, product placement and branded entertainment
  • Brand extensions

Canon: Celebrating the 10th Anniversary of the ELPH

In less than a month, Waggener Edstrom was charged with drawing 80-100 influentials to two press events in New York with the absence of product news, collaborating with a variety of Canon agencies. Canon sought to harness a consumer and entertainment following to build mindshare and brand.

Strategy

Waggener Edstrom recognized that Canon would have to “create” news and a compelling reason to drive attendance and coverage around the ELPH anniversary and products. Our strategy was to leverage the 10th Anniversary of the ELPH camera line highlighting Canon’s history of camera innovation, design and style, to unveil the limited edition Coach camera gift set and propose working with NYC Peach to design a customized bejeweled camera for Nick Lachey at Z100’s Jingle Ball.

Result

The Canon ELPH 10th Anniversary press event (October 2006) and Canon’s participation at Z100’s Jingle Ball (December 2006) resulted in 53 total placements with a circulation of over 286 million and total impressions over 300 million. Over 115 reporters were exposed to the Canon ELPH brand and cameras, including MSN, the Financial Times, Lucky Magazine, In Touch, LAPTOP, Popular Photography and MTV.com, just to name a few. The project was initiated in October 2006 and led by WE’s consumer group.

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