Mobile marketing specialist makes waves with Canon’s interactive City Surfers campaign.
Canon is launching City Surfers, an interactive mobile-first ad campaign with MOBKOI, the ultra-premium mobile marketing specialist.
Using Celtra’s innovative mobile advertising formats and designed by MOBKOI’s creative studio based on J. Walter Thompson campaign assets, the campaign is the latest in Canon’s ‘Come and See’ stories, designed to engage smartphone users to interact with the virtues of real image quality at moments where it truly matters.
Shot on the Eisbach River, City Surfers follows the story of three urban river surfers as they embark on a night-time surfing session in the heart of Munich. The City Surfers mobile campaign invites consumers to immerse themselves in Canon-quality technology and products by exploring various vertical in-format functionalities, non-intrusive and catchy display ad, a rotating five-second animation, and vertical video, as demonstrated here.
The campaign also utilises a creative parallax gyroscope feature, rotating the scene to create an illusion of depth and allowing Canon to emulate the experience of moving City Surfers images, as demonstrated here.
MOBKOI makes use of native interstitial and interscroller formats, allowing consumers to interact with the story via various methods before arriving at direct links to the City Surfers immersive experience. Providing a clear call to action as well as prompt click-throughs to the website, the mobile campaign encourages consumers to continue to explore the story behind the brand.
Lee Bonniface, Marketing Director, EMEA region at Canon Europe, said: “We’ve been able to portray some fascinating and inspiring stories as part of our ‘Come and See’ brand campaign and we’re proud to bring our latest story to life in an even more engaging way. For the first time throughout our ‘Come and See’ brand campaign, consumers will be able to see and feel the true benefits of using a Canon camera through their smartphones, while exploring the incredibly exciting world of City Surfing. We want to put the consumer in the driver’s seat, enabling them to view the scene and story as it is told while learning about Canon’s superior imaging quality.”
Following a successful vertical video mobile initiative with Canon’s Skijoring campaign in 2015, MOBKOI was in place to help launch Canon’s City Surfers campaign.
Quentin Le Pape, CEO and Co-Founder of MOBKOI commented: “City Surfers is an exciting campaign for us as not only were we able to work with high impact, interactive formats that really engage with smartphone users, but demonstrating Canon-quality photography on mobile was a fun task for us. The City Surfers mobile-first campaign is designed to present a heightened brand experience for smartphone users, maximising dwell time and encouraging consumers to explore more with Canon with a clear call-to-action.”
City Surfers will be the first Canon mobile ad campaign to feature on upday, the unique news service borne from Axel Springer and Samsung Electrics. Canon will take over strategic placements within the upday service such as Entertainment & Tech. MOBKOI secured an exclusive partnership with upday earlier this year, which is pre-installed on flagship Samsung smartphones including the latest Samsung Galaxy S7.
Canon launched its three-year ‘Come and See’ communications strategy at photokina in September 2014, to inspire photography enthusiasts to seek out the unexpected and capture fascinating stories, whilst inviting smartphone users into the world of Canon. City Surfers is the fifth story in the series created by J. Walter Thompson London.
MOBKOI worked on the Canon City Surfers campaign in conjunction with PHD Media Worldwide. City Surfers will be launched across UK, France, Germany, Spain, Italy, Netherlands and Nordic markets. The experience can be viewed here.
Notes to editors:
Rooster PR will coordinate comment, interview and profile opportunities for Quentin Le Pape, CEO and Co-Founder and Guillaume Le Pape, COO and Co-Founder of MOBKOI.
For further press information, please contact:
Yasmine Triana/Aaryn Vaughan/James Brooke
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Launched in May 2014 by brothers Quentin and Guillaume Le Pape, MOBKOI are specialists in ultra-premium mobile marketing.
MOBKOI creates unique, bespoke mobile campaigns to deliver client messages to premium audiences. Offering 100% direct inventory on some of the world’s most exclusive and trusted global and local publishers, MOBKOI guarantees brand visibility and safety. Using the Celtra platform, MOBKOI delivers innovative, cutting-edge mobile advertising formats and functionality including Vertical Video, Gyroscope and soon to be launched 360° videos, as well as providing non-intrusive, full-screen placements such as the interscroller. MOBKOI’s in-house studio develops the finest rich media, video and display brand experiences and the company offers complete transparency and optimisation with reporting per publisher, format, mobile device, OS and market.
To date, MOBKOI has delivered over 250 campaigns for 66 clients and operates in 25 markets with over 1,000 publishers. MOBKOI also has an exclusive partnership with upday, a unique news service pre-installed on Samsung Galaxy S7 smartphones and available to download on any pre-S7 Samsung smartphones.
About Canon Europe
For over 50 years, Canon Europe have delivered leading edge imaging technologies to customers in Europe.
About PHD Media Worldwide
PHD Media Worldwide is a global communications planning and media buying agency network delivering smart strategic thinking and creative innovation for the world’s leading brands.