Nikon D700: The Sensory Light box

Nikon D700: The Sensory Light box

Nikon D700: The Sensory Light box

Insights, Strategy and the Idea:
The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases.

Solution:
Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions

Results and Effectiveness:
Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day).

Released: June 2009
Avertiser: Nikon
Agency: Cheil Worldwide
Country: South Korea
Awards: Cannes Lions 2009 Media Bronze

Creative Credits:
Art Directors: Sungjoon Na, Eunha Ko, Kakyoun Park, Hyesung Baik
Copywriter: Yunyoung Huh
Production: Bom Communications
Photographer: H Studio

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