Given that Europe is a mature marketplace and that photokina, as with any major exhibition, is particularly established, our approach was to create standout through the use of YouTube and other social media channels working within their standard restrictions.

Creatively, we took inspiration from the way that digital media and images are captured and shared and we used this as a key influence in the stand design.

Our approach to content strategy and storytelling within the space was to channel the shifts experienced by the imaging industry, which led to the development of a brand experience that engaged visitors through instantly accessible, immediately shareable experiences that ensured deep and meaningful interactions with the Canon brand.

The stand seamlessly integrated physical and digital interactive features, creating an attractive, instantly recognisable and highly branded space. Driven by Canon’s new strapline – “Come and See” – the content encouraged everyone to join Canon on an adventure to discover great stories and experiences.

Results for on-stand digital interactivity:

Total RFID Canon Live Pass users: 34,139

Total number of digital interactions on-site: 52,548

Total content experiences: 18,436

Total product information collections: 34,112

Average interactions per user: 1.5

Most popular experience: Mirror house – 4,395 interactions

Most popular collection: Mako camera – 6,505 collections

Results for Canon photokina website (26th Aug – 21st Sep):

Total visits: 45,286

Total actions (page views, downloads, outlinks and internal site searches): 144,915

Total page views: 134,888

Total engaging minutes online: 95,855 minutes

Avg. dwell time: 2m7s

Avg. actions per visit: 3.2

Results for pre-engagement on website (26th Aug – 15th Sep):

Visits: 24,698

Page views: 33,516