Memorable Marketing Campaigns – 4.NiKON, ‘I am Nikon’.

Nikon Corporation, also known as just Nikon, is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging. Its products include cameras, binoculars, microscopes, measurement instruments, and the steppers used in the photolithography steps of semiconductor fabrication, of which it is the world's second largest manufacturer. The companies held by Nikon form the Nikon Group. 

The "I AM Nikon" ad campaign was launched in 2010 in order to achieve an ambitious goal of improving market positioning in the compact segment for Nikon, a brand often associated with professional photography and high performance cameras, as well as to attract a wider range of consumers. In order to convey a more accessible, more attractive image, instead of the brand talking about itself, this ad campaign was launched with the concept of Nikon camera customers speaking from their perspective. Through this campaign, brand awareness in 12 European countries increased dramatically with a 37% in Germany.

Campaignlive reports that Nikon will start a new "I am..." advertising campaign. The ads will be displayed online, in print, on TV and outdoors. In the past, the "I am..." campaign was mainly promoting the Coolpix product line. The interesting part is that the advertising will start a week after the rumored product announcement on April 4th.

So, what does this mean? It expected all those Nikon announcements fan’s been waiting on are that much closer. The Nikon D7000 should be announced very soon. Additionally, The Nikon D4000 announcement is over-due. The D4000 is very long in the tooth in relation to it’s tech specs.  Nikon really needs to play catch up here. The D4000 needs to be AT LEAST 12 megapixels, and it wouldn’t hurt to have 1080 HD video (something that I think will pretty much be standard on ALL DSLR bodies soon). So, the two big Nikon DSLR announcements I expect to hear any day now are the D7000 and the D4000.  The D900 will come soon too, but likely at a later time and date than the D7000 and D4000 announcements.

In short, to introduce new product, they use noticeable advertising campaign.