EXPERIENTIAL MARKETING/CONSUMER SAMPLING
Tasked with creating a non-traditional consumer sampling program that built on the brand's design heritage, Regatta developed a campaign titled "Discover the Artist in You." Pairing the brand with museums around the country, onsite interactive demonstrations served as extensions to high profile art exhibits and resulted in generating considerable consumer impressions.
Canon’s goal was to introduce the new PowerShot line to consumers in a non-traditional way. In addition, the company wanted to build on Canon’s brand heritage in design and to enhance its database of customer prospects for its retail partners. To meet these goals Regatta developed a month long consumer campaign called “Discover the Artist in You.” Regatta partnered Canon with high end art properties such as LA County Museum of Art and Scope/Art Basel in Miami to position on-site product demos as an “extension” of the art exhibits. Teams of brand ambassadors provided hands-on sampling of cameras and printers and offered to photograph attendees with artistic backdrops. Street marketing and local retailer alliances were utilized to drive traffic to events.
Over 25,000 promotional impressions were made at an ROI cost of $0.01 per impression and over 8,000 images were taken and given out to potential customers over the two week promotional period. Canon collected 1,000+ names for the its sales database.
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