Case Study – Nikon at The Photography Show

The Brief

Nikon is one of the strongest Camera brands in the world. It stands for the highest quality and is strongly associated with professional photography. However, the Nikon brand lacked awareness and relevance for compact camera users. They needed to change perception and win over new customers and develop a brand campaign around Nikon being at the heart of the image with the slogan “I am Nikon”. The UK launch of this campaign began with their new stand at the photography show.

The stand needed to remove all barriers to the customer product experience and incorporate a seminar theatre for 45 people. The three key markets, consumer, enthusiast and professional needed clearly defining and products easily accessible.

What’s more, the design solution had to dominate the show and elements of the stand needed to be re-used at other events.

The Solution

2BP turned the stand inside out and upside down by moving the main stand structures into the air, using large suspended light boxes to define the area so as not to close in the stand. This ensured domination of the show floor.

Opening up the stand allowed for the creation of three 360 degree counters, one for each market segment. These counters were manned by product experts, there to answer any technical questions.

The seminar area was a stand extension, across a show aisle rather than trapped in the middle of a stand. It provided an area for professional advice and presentations highlighting Nikon’s expertise.

 

 

The Feedback

Nikon won the Best Stand at the Photography Show for three years running, met the brief of dominating the exhibition and making products accessible.

Stand assets were reused to create a brand showcase in the Media Centre at the 2012 Olympics and at the Open Golf, where Nikon is a patron. The stand is reconfigured annually for UK exhibitions and events.

“Project managing an exhibition is always a stressful task and it is important to work with a team in which you are confident. 2BP not only met the brief and maximised Nikon’s presence at the show, they offered a cost effective solution for future events.”

– James Banfield, Group Support & Training Manager, Nikon UK