In Q1, Canon announced the development of the revolutionary full-frame mirrorless EOS R5 camera and the new additions to the RF lens lineup, leading to a very positive response. But then Covid-19 happened - for photographers, the lockdown caused frustration and constraint, forcing them to find new avenues to express their passion for imaging. For Canon, this brought a new challenge to launching new products as in-person events and touch and try product demos were not possible.
Canon hosted a live virtual event to help bring customers as close to the new product as possible. The purpose of the teaser & reminder comms was to raise awareness about the event, driving traffic on the day as well as showcasing the product capabilities.