Freecording with Canon

How come so many brands seems to do the exact same as their competitors? Canon is positioning themselves away from the competition with their new campaign called Freecording.
Freecording is shooting film with a different perspective than you usually do when you create your home made videos. For the amateur (me being one), it was unusually inspiring to see the films they had made, were Canon showed examples of how shoting with a different angle makes recordings more exciting for both the producer and viewer.


The campaign site makes my desire to film stronger, and it is sparking ideas to create interesting movies by engaging potential buyers of Canon's cameras. Quote from website: Freecording is a method to capture the visual world around us in our own way, with our own style and with our own vision.
What can a marketeer learn from this?
Focus on sharing inspiration and knowledge. It will lead to the engagement. By inspiring the customer to use the product likelihood of purchase increases.
What can we do better than Canon?
Make the content of the website ready for embedding and sharing. Nothing would delight me more than if I could have posted one of the movies here, but Canon didn’t give me that option. Not good.



As Jetblue did with Jetting, Canon has risen over a category fight with this campaign. Instead of pixels, and other technical mumbo jumbo they created a new shooting method. They gave me the opportunity to tell those who bother to listen to me about how fun it is to shoot Freecording style and Canon gave me the tips. Are you making home videos? Why not try Freecording.
Not only was the campaign page easy to maneuver and be inspired by. The banners were also simple and effective in their design. I actually clicked on this banner from a page at online newspage Aftenposten.no.
I liked the discreet but constant placement of the logo in the banner. Logos are not dangerous, they are helpful. They apply info to the recipient on whether or not this is something relevant to his or her daily life. (Under the condition of being a well-known brand that is.)

Do you have a brand where you are one of many? Then ask yourself as soon as possible: What can I do for my potential customers/ users to enable them to talk about me in an inspiring and engaging way? If you do not have the answer to this your future might become highly uncomfortable. Now you're warned.

First time published in norwegian (July 08) at Norwegiasyndromet.