The overarching objective of Canon Australia’s Christmas promotion (Pick the $1M Picture) was to increase sales across 6 sub-brands during the busy period in the lead up to Christmas. Adrenalin’s challenge was to provide an attractive, intuitive and easy to use micro site for Canon customers to enter the competition, register their new product online and claim a free gift - during the promotional period. "Buy a selected Canon product during the promotional period and enter online for your chance to win $1m. You can also claim a free gift, which will be sent out in the post."
The foundation of our strategy was the successful design, build and launch of an engaging, easy to use and user centric micro site - which compliments a broader marketing campaign. Ease of use and consistent branding across POS and digital material was a primary creative objective. The micro site provides a straight forward facility for customers to register their product, claim their Gift with Purchase and automatically submit their entry. The promotion was communicated across all Canon sub-brands with only one $1m prize winner. The micro site provides an intuitive link with broader Canon infrastructure and fulfilment systems.
A superb result has already been acknowledged and ongoing analysis suggests a significant increase in signups and completed registrations - compared with previous years. The creative has been well received boasting clear call to actions, prominent and intuitive navigation paradigms and engaging and attractive imagery and Canon branding. Complimenting the micro site are several banner executions and a soon to release EDM campaign.
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