Commercial

Nikon - Human to Hero

Overview

Nikon wanted their cutting-edge and speedy image to appeal to 25-54 year-old business decision makers, to increase awareness of its non-camera businesses and leading technology, and to show support for people who take on challenges to break the mold.

Solution

CNN created a bespoke cross-platform strategy for Nikon that included multiple sponsorships: exclusive sponsorship of Human to Hero TV and online series, which features top athletes overcoming challenges to achieve their dreams; Tech Heroes, a series of interviews with the world's leading researchers and scientists, with Nikon's relevant technology; Defining Moments on CNNI.com - a daily photo gallery. CNN also produced the Nikon Beautiful Dreamers Facebook fan page.

Results

CNN is the No. 1 News Brand

(TV and Digital) for reaching Nikon's Target Audiences (BDMs aged 35-54)

  • +27% ASIA PACIFIC Reach by CNN in connecting with Nikon's target audience aged 25-64 business decision makers*
  • +28% EMEA Reach by CNN in connecting with Nikon's target audience aged 25-64 business decision makers**
  • +50% Latin America Reach by CNN in connecting with Nikon's target audience aged 25-64 business decision makers***
  • +67% USA¬†Reach by CNN in connecting with Nikon's target audience aged 25-64 business decision makers****

Sources:

*Ipsos Affluent Survey Asia Pacific Q3'13 - Q2'14 / Base : Asia Pacific 10 markets (Australia, Bangkok, Hong Kong, Jakarta, India, Kuala Lumpur, Manila, Seoul, Singapore, Taipei) Universe (sample): Aged 25-54 business decision makers - 2,106,827 (7,517)

** Ipsos EMEA 2014 / Base: Total 36 markets (21 countries in Europe / /8 countries in Middle East / 7 countries in Africa) Universe (sample): Aged 25-54 business decision makers - 6,730,000 (5,364)

*** Ipsos Affluent Survey Latin America 2013 / Base: Latin America (Argentina, Brazil and Mexico) Universe (sample): Aged 25-54 who involve in authorizing / specifying purchases for company - 600,000 (303)

**** Ipsos Affluent Survey USA 2014 HHI$100,000+ / Base: National USA - Universe (sample): Aged 25-54 who involve in procuring products and services for company - 18,384,000 (3,061)

**Source: Ad Campaign Effectiveness Survey - Independent Research Study (BDRC Continental Research) 2014