Canon Australia scoops the Media Grand Prix at the International Cannes Lions

Canon Australia’s brand campaign for EOS Photochains has been awarded the prestigious Lions Grand Prix for Media this week in Cannes. This honour follows Canon’s Lions awards received on Monday: Gold, Silver and two Bronze awards in the Direct category; Silver award for the Promo and Activations category; and Silver award in the PR category.

“This is incredible news. It’s a humbling validation from our global peer community and testament to the massive team effort that goes into making an integrated campaign like Canon EOS Photochains come to life,” said Darren Ryan, General Manager, Marketing – Consumer, Canon Australia. “In recent years, Canon Oceania has been working hard to shift from a product focus to a more consumer-centric marketing model by inspiring creativity based on deep understanding of consumers and their needs.”

One outcome of Canon’s needs-based marketing approach is the World of EOS, a unique online world that exists to inspire photographers to express themselves creatively through photography. The site – which offers tutorials, social media platforms such as a blog and challenges including Canon EOS Photochains – forms the hub of an integrated marketing approach that also comprises TV, online, cinema, outdoor and print advertising.

“At Canon we judge our marketing effectiveness on commercial outcomes and Canon EOS has performed exceptionally well, achieving revenue growth of 44% to $138 million in 2009. Importantly our market share grew to 54% by value in 2009, meaning more than 1 in 2 consumers chose Canon,” said Darren Ryan.

“To win such prestigious awards is powerful affirmation that our local team and agency partners are at the forefront in creating brand experiences and communications based firmly in deep consumer research and understanding.”

The Cannes Lions jury praised the Canon EOS Photochains campaign for its clever use of paid media to lead people to an engaging online experience that tapped into the power of social media. It integrated social networking, technology, advertising and connecting people with people said jury chair Laura Desmond, CEO of Starcom MediaVest Group.

“We would like to thank Leo’s for the brilliant creative masterstroke, as well as the integrated efforts of other agencies below and above the line (Mediacom, TMS and Hill & Knowlton) to deliver this incredible achievement. This could not have been possible without the EOS brand that inspired the thinking, or the depth of support and engagement that consumers have with the Canon brand as whole,” said Ryan.

Canon has been shortlisted for other award categories which will be announced in Cannes over the remaining days of the Cannes Lions Advertising Festival.