The work to compete in Break into Cannes Prediction Contest by AiiM Education

1. Break into Cannes Prediction Contest:
Street colors - Your Styles
Muôn sắc phố phường – Đa màu phong cách
By Hồ Gia Hoàng
(This is a personal work with non–commercial purposes)

2. Content
1. About Cannon Digital Ixus
2. Objectives
3. Target audience
4. Challenge
5. Proposition
6. Idea
7. Execution

3. About Canon Digital IXUS
 First introduced in 2000
 Mid-range market
 Design
• Young and modern
• Various colors
 Function
• Face and smile detection
• Light enhancement
• Wifi connection
• Cool photo filters

4. Objectives
 Marketing objectives: To increase sales of Canon
Ixus camera on Christmas, Calendar New Year
and Lunar New Year.
 Communication objectives:
• To make people aware of some major features of
Ixus: colorful designs and photo filters;
• 300 people participate in the first round of the
Photo contest.

5. Target audience
• Age: 20- 30
• Job: student and officer
• Status: single or married
• Already own a camera or want to by a new on
Demographic
• Live in cities, especially Ho Chi Minh city and Ha NoiGeographic
• Love taking pictures with family and friends on special occasions
• Like to share photos on social networksPsychographic

6. Challenge
Canon camera is good
but too expensive
and unfashionable
There are so many things
needed to pay at the end
of this year so I have to
use the money wisely

7. Proposition
Canon IXUS captures your moments with
friends and family on colorful celebrations
(Christmas, Calendar New Year, Lunar
New Year) in which you show your young,
modern styles and characteristics

8. Idea
You show your own personality on colorful
streets on special celebrations
Street colors - Your Styles
(Muôn sắc phố phường – Đa màu phong cách)

9. Executive
Photo Contest:

10. Executive
 Description:
• Online contest on: www.canon.com.vn.
• The photos show your personalities while
traveling on colorful streets on Christmas,
Calendar New Year or Lunar New Year. You can
take the photo yourself or with friends and
family. Submit at least 01 photo for each round.

11. Executive
Round 1: December
16th - December 29th
2013
• Busy street – I…
• (Phố tấp nập –
Tôi…)
Round 2: January
2nd - January 9th
2014
• Peaceful street – I…
• (Phố an yên – Tôi…)
Round 3: January
10th - January 16th
2014
• Colorful street – I…
• (Phố sắc màu –
Tôi…)
•03 rounds, each round has a topic
Number of
entrants
Round 1: over
300
Round 2: 50 Round 3: 25
A winner

12. Executive
 Registration procedure:
• Step 1: Access to www.canon.com.vn/contest
• Step 2: Create an account
• Step 3: Submit your photos

13. Executive
• Step 4: Add filters

14. Executive
• Step 5: Add your slogan

15. Executive
 Score:
• The score will be counted by the number of
votes on the website. Each photo/album can be
voted by Facebook, Google or Yahoo account.
• The winner is the one who has the highest
number of votes after round 03.
• The winner will be awarded a trip to Singapore
for 02 people. All the participants receive a
10% discount voucher for a Canon Ixus
camera.

16. Executive
 Communication plan:
• Banners on websites such as VnExpress,
Dantri, 24h.com.vn;
• Banners on Facebook;
• Digital posters placed in Canon stores and
elevators at shopping malls such as Vincom,
Diamond, Crescent Mall;
• Email-marketing.

17. Poster

18. Thank you!