With lives and routines having been uplifted due to COVID-19, and New Zealand’s borders closed, Canon encouraged Kiwi’s to embrace the New Zealand bubble and focus on supporting the local economy and tourism industry.

With the opportunity to encourage Kiwi’s to explore their own backyard this summer with Canon, Spruik developed a strategic campaign with the ethos of ‘explore your own backyard’ and ‘capture summer.’

This was implemented predominantly through a summer-themed photoshoot, paired with a call to action statement such as “$50 cashback … which you could spend on a weekend campaign trip.” All touchpoints show how Canon can be relevant to customers capturing their Kiwi summer memories.

By depicting quintessential Kiwi summer activities, people can imagine themselves in the campaign narrative. This allowed them to see how they could use the money they receive from the cashback offers, or the prizes from the Ultimate Summer Adventure Pack, on their summer activities and adventures.