Nikon D700
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. 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. Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day).
Bronze Cannes Lions Media Winner.
Agency: Cheil Worldwide Seoul, Korea.
Posted in Direct 
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June 29th, 2009 at 10:53 pm
http://www.frederiksamuel.com/blog/images/pnikon_d700.jpg is missing.
July 1st, 2009 at 2:04 am
This is a brilliant idea, it grabs attention and demonstrates the product. Being interactive and engaging with the customer can help expand sales.
July 2nd, 2009 at 5:08 am
Great idea. Glad more campaigns are becoming more engaging to the customer.
July 2nd, 2009 at 5:11 am
Love this idea. Not only is it an interactive ad, it is a unique concept.
July 2nd, 2009 at 4:15 pm
There’s a typo in the link to the larger image. It should be:
http://www.frederiksamuel.com/blog/SINGLE_AD_PAGE.php?ad=nikon_d700.jpg
(note there’s no ‘p’ before ‘nikon’)
I’m not sure how I feel about this ad. I like how it tries to engage the consumer, but I think depending on the execution of the flash it borders ‘clever’ or ‘annoying’.
Here’s hoping for ‘clever’.
July 10th, 2009 at 12:06 am
i’ve seen this exact ad.
http://bigantinternational.com/
then goto works then vogue.
is this not a copy? yet it still wins a cannes lion??
somebody please explain.
July 11th, 2009 at 1:32 pm
[...] Otra genial. La marca Nikon se promocionó en un centro comercial de Corea con esta interesante propuesta: Un detector de movimiento y luces hacían el trabajo de deslumbrar, literalmente, al caminante. (fuente) [...]
September 11th, 2009 at 8:28 am
Now everyone can be a hero!!!