I’m a big fan of a website called The Cool Hunter:

A website that finds the “coolest” things-including ads. I first found the ad in 2009, but it’s always been one of my favourites because of the incredible marketing strategies behind it.

The ad by Nikon featured an interactive, life-sized billboard of a mob of paparazzi waiting alongside the red carpet. For those wanting to live the lifestyle of the rich and famous, here is your chance.  Located in a central subway station in Korea, anyone passing the billboard triggered an instant bombardment of camera flashes. The red carpet then led straight into a camera shop – what a coincidence!

In our 2nd lecture, we talked about the importance of the value-based era. Companies now need to value their customers, and build a long-term relationship to create brand loyalty and recognition. Nikon does this by literally putting consumers into the spotlight,  making the average joe feel like an A-List celeb.

If we were to use a CDSTEP analysis to look at the macroenvironment, this advertisement is nothing but perfect! In terms of demographics, the ad can appeal to anyone and everyone. It’s an eye catcher to whoever walks by it, regardless of your age or sex; if you walk by something that flashes, you are bound to look. Although the ad is made specifically for the D700, it’s also an ad to generate brand awareness. You’re led to a camera shop, which is bound to carry multiple Nikon models . Depending on your economical status and your technological needs, you can then pick another Nikon camera that may appeal more to your needs.

In sports, it’s the stats that count and that stays true in business as well.

You be the judge. The ad is from 2009, and in 2010 …