The Assignment

Brief: Drive upgrade and accessory sales in a saturated DSLR market using TV and online. 

Insight: Our research showed no photography brands were offering online tutorials about photography and equipment.
 
Creative: Showcase the creative benefits of high margin accessories e.g. lenses through 20 tutorial films available online at a competition site called The Assignment.
Media: Mostly contextually placed Online promotion driving audiences to The Assignment site and competition.
Results: The Assignment created the biggest European photographic competition ever.
 
50,000 photographic enthusiasts entered the competition.
A further 100,000 + Photography enthusiasts joined the community.
Data capture valued at over €4m. 
Each of the 4 category winners featured in a television commercial.
 

 

Green Design
Toyota
Green Design
The Assignment
Canon
The Assignment
A Perfect Day
Visit Scotland
A Perfect Day
The Shot
Canon
The Shot
Personal Journeys
Johnnie Walker
Personal Journeys
My Business
HSBC
My Business
Celia & Chloe
Clean & Clear
Celia & Chloe
Picture the Taste
Pilsner Urquell
Picture the Taste
More