Download the MSN case study compendium - Digital Training ...

Click here to see the creativeKey ResultsCreative moves get attention● The campaign generated prompted recall of57 per cent, well above the in-game averageof 51 per cent● Prompted awareness for Canon up 9percentage points to 85 per cent● Prompted awareness for the ‘Freefilming’message up 16 percentage points to 38 per cent.Speaking the in-game language● 69 per cent of gamers agreed that the Canonads stood out● 61 per cent said they were aimed at peoplelike them● 66 per cent agreed that they made the game‘more realistic’● 57 per cent agreed that they ‘looked cool’.Leader of the camcorder pack● 51 per cent of players agreed that the adsmade them feel more positive about Canon● Perception as ‘cutting edge’ up 12 percentagepoints to 73 per cent● Perception as ‘market leader’ up 26percentage points to 53 per cent.“The gamer audience was perfectlyon-target for the campaign, andprovided a creative, impactfulenvironment. The extremely positivereaction positions the Canon brandperfectly with this key group.”CHRISTEL STOL, CCI CampaignMedia Professional, Canon Europa