{"id":11003,"date":"2017-05-30T14:44:44","date_gmt":"2017-05-30T13:44:44","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11003"},"modified":"2021-08-02T15:32:28","modified_gmt":"2021-08-02T14:32:28","slug":"365-days-of-summer","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/canon\/365-days-of-summer","title":{"rendered":"365 Days of Summer"},"content":{"rendered":"<div class=\"lazyblock-video-21ggU1 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/217974469?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-image-top-aligned-8YpoY wp-block-lazyblock-two-column-text-image-top-aligned\"><section class=\"fullwidth fullwidth--overflow aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-lg\">\r\n        <div class=\"row\">\r\n            <div class=\"col-md-6\">\r\n                <div class=\"embed-responsive embed-responsive-1by1 img-inline img-offset-left-md\">\r\n                    <picture class=\"embed-responsive-item\">\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0834.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0834.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-md-6\">\r\n                <p>As part of their 2017 brand repositioning<a href=\"https:\/\/www.vccp.com\/en-gb\/work\/canon\/live-for-the-story\">\u00a0\u2018Live for the story\u2019<\/a>, Canon recognised they needed to inspire and engage the iPhone photography generation (16-35 year olds) who had previously found the brand inaccessible or irrelevant.<br \/><br \/>VCCP designed an activation that would encourage (and potentially reward) our target audience for exploring the concept of what \u201cliving for the story\u201d meant. We focused on behaviour close to our audience\u2019s hearts \u2013 sharing stories on Instagram. Showing that Canon celebrated stories of all kind no matter what device you took them on, was a tactic leveraged to bring new people into the ecosystem, with the long-term ambition of converting them to customers.<\/p>\n<p>So in May 2017, we launched a pan-European influencer-lead 10-week activation with model, actress and world-famous storyteller Zoe Kravitz named \u2018365 Days of Summer\u2019. The campaign encouraged people to share their stories of summer on Instagram using the hashtag #liveforthestory, for the chance to chase summer around the world for a whole year \u2013 365 days.<\/p>                    \r\n                            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-1rgeg wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_1078.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-31vDL wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          So how did it do?                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_1567-2.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_1567-2.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>During the 10 week period, Canon distributed 90 unique pieces of social content across their owned channels, supported by over 115 influencers across 19 markets, resulting in 67,000 uses of the hashtag, 16,606 competition entries, 70,000 new fans of Canon\u2019s European Instagram pages and 1 incredibly overwhelmed winner from Portugal!<br \/><br \/>Moreover, we smashed Canon\u2019s engagement targets by delivering an average engagement rate of 15.4% on Facebook (vs a target of 2%), 17.2% on Instagram (vs a target of 11%) and 0.6% click-through rate (vs a target of 0.3%) on Snapchat.<br \/><br \/>As all results were based on targeted paid media (meaning that only audiences between 16-35 were served Canon\u2019s content) we were able to prove that the very audience they had failed to engage previously, were highly engaged with our campaign. In addition to the social results, lifestyle titles such as MTV Europe, Vogue, Cosmopolitan and Wonderland magazine backed the campaign resulting in an estimated PR reach of 313 million, cementing further brand relevance amongst this trend-focused youth audience.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-11003","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10107","10111"],"client_id":"10209","hero_video":"","hero_image":{"ID":11007,"id":11007,"title":"20170429_David_Bergman_Zoe_Kravitz_Canon_0322","filename":"20170429_David_Bergman_Zoe_Kravitz_Canon_0322.jpg","filesize":40760,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/canon\/365-days-of-summer\/attachment\/20170429_david_bergman_zoe_kravitz_canon_0322","alt":"","author":"11","description":"","caption":"","name":"20170429_david_bergman_zoe_kravitz_canon_0322","status":"inherit","uploaded_to":11003,"date":"2020-08-14 13:47:17","modified":"2020-08-14 13:47:17","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"365 Days of Summer - Canon","meta-description":"As part of their 2017 brand repositioning \u2018Live for the story\u2019, Canon recognised they needed to inspire and engage the iPhone photography generation (16-35 year olds) who had previously found the brand inaccessible or irrelevant.  VCCP designed an activation that would encourage (and potentially reward) our target audience for exploring the concept of what \u201cliving for the story\u201d meant. We focused on behaviour close to our audience\u2019s hearts \u2013 sharing stories on Instagram. Showing that Canon celebrated stories of all kind no matter what device you took them on, was a tactic leveraged to bring new people into the ecosystem, with the long-term ambition of converting them to customers.  So in May 2017, we launched a pan-European influencer-lead 10-week activation with model, actress and world-famous storyteller Zoe Kravitz named \u2018365 Days of Summer\u2019. The campaign encouraged people to share their stories of summer on Instagram using the hashtag #liveforthestory, for the chance to chase summer around the world for a whole year \u2013 365 days.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/20170429_David_Bergman_Zoe_Kravitz_Canon_0322.jpg","relateditems":[{"relateditem":{"ID":11032,"post_author":"3","post_date":"2018-07-23 15:09:05","post_date_gmt":"2018-07-23 14:09:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"281401810\",\"blockId\":\"1dAxDI\",\"blockUniqueClass\":\"lazyblock-video-1dAxDI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThis summer marks one year since we helped reposition Canon under the 'Live for the story' platform. So to help deepen the connection with a younger generation of storytellers, we have launched \u2018What\u2019s your next first?\u2019. The new campaign sees Canon challenge elite Parkour athletes, \\u003ca href=\\u0022https:\/\/www.storror.com\/\\u0022\\u003eStorror\\u003c\/a\\u003e, to cross from Europe into Asia by any means possible.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Parkour athletes filmed the adventure themselves, free-running across a series of landmarks including Istanbul\u2019s Galata Bridge, the domed rooftops near S\u00fcleymaniye, culminating with a leap onto the roof of a passenger ferry carrying them across the Bosphorus Strait, to the cargo seaport of Haydarpa\u015fa on the Asian side of the city.\\u003cbr \/\\u003e\\u003cbr \/\\u003eUsing moving vehicles, trains and boats as stepping stones, Storror\u2019s adrenaline fuelled adventure was filmed using a selection of Canon equipment, such as the award-winning EOS M50, EOS 5D Mark IV and a EOS C200 cinema camera.\\u003c\/p\\u003e\",\"quote\":\"Filmed in the historic city of Istanbul, the campaign is designed to inspire customers to try a new experience for the first time, and to capture it on a Canon.\",\"blockId\":\"Z27zMvD\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z27zMvD\"} \/-->\n\n<!-- wp:lazyblock\/image-grid 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eNot only was this challenge a world-first, but it was also a remarkable feat of human endurance, skill and agility which aims to inspire others to try something new.\u00a0\\u003c\/h4\\u003e\",\"blockId\":\"OUYXn\",\"blockUniqueClass\":\"lazyblock-text-full-width-OUYXn\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button 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{\"video-id\":\"193741499\",\"blockId\":\"Z1rKhMS\",\"blockUniqueClass\":\"lazyblock-video-Z1rKhMS\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22NPP_EASYJET_1152-1600x1067%22,%22caption%22:%22%22,%22id%22:11264,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11264%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/NPP_EASYJET_1152-1600x1067-1.jpg%22%7D\",\"text\":\"\\u003cp\\u003eIn a tie up with the Netherlands Tourism Board and Schiphol Airport, easyJet brought the heart of Amsterdam to Shoreditch High Street, thanks to an immersive theatre experience unveiled to the public by a mysterious easyJet plane door.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs part of the airline\u2019s latest integrated brand campaign, which encourages people to say \u201cWhy Not?\u201d to exciting new travel experiences, easyJet went one step further by partnering with the Netherlands Board of Tourism \\u0026amp; 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Visitors were taken on a whistle-stop journey through contemporary Holland, with larger-than-life surroundings and plenty of surprises along the way.\\u003c\/p\\u003e\\n\\u003cp\\u003eThose unable to experience it first-hand were still able to see it via an exciting 360 film \u2013 produced using the latest technology to capture immersive footage of the activation \u2013 and win their very own Why Not? adventure in a special flight giveaway.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe event proved a hit amongst curious passers by and on social media \u2013 with news crews heading to Shoreditch to report live from the scene and features produced on a number of online news outlets.\\u003c\/p\\u003e\",\"blockId\":\"Z1B259m\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-Z1B259m\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22NPP_EASYJET_501-1600x1067%20(1)%22,%22caption%22:%22%22,%22id%22:11266,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11266%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/NPP_EASYJET_501-1600x1067-1-1.jpg%22%7D\",\"blockId\":\"2gGnWD\",\"blockUniqueClass\":\"lazyblock-image-full-width-2gGnWD\"} \/-->","post_title":"Leave reality at the Door","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"leave-reality-at-the-door","to_ping":"","pinged":"","post_modified":"2020-08-24 14:52:15","post_modified_gmt":"2020-08-24 13:52:15","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11262","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"visible_on_home_page":[],"websites_to_publish":[],"related_content_title":"YOU MAY ALSO LIKE","hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/3"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}