History - Canon


The Kennedys - Canon

The Kennedys is an Emmy Award winning series which made its premiere on HISTORY on September 2011 with Canon as its presenting sponsor. The outstanding series gives audiences a window into a special period of American history, while exploring major dramatic themes.

The main objective of the campaign was to further expand Canon’s branding in the region. HISTORY created an extensive integrated marketing campaign for Canon.

The 30–sec integrated tune-in promo came with several other customised On-air creatives.

1 8X20-sec screen walkers that had The Kennedys Factoids were produced to drive interest for the Canon Kennedys Quiz.
1 10X Canon Moments which were sneak previews of the following episodes.
1 1x 30-sec Canon Kennedys Quiz call to action promo

On-ground screenings of the first 2 episodes were held in Singapore, Malaysia and Philippines. A Canon Photo Booth (using Green screen) was also made available for attendees to have their photo taken with The Kennedys. Canon branding was very prominent on site and the photo booth was made possible with Canon camera and photo paper.

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A microsite and IPhone app were also created for the campaign which garnered downloads for its interactive Kennedys Quiz. The PR value amounted to almost US$720k.

A Post campaign study had shown that more than 360,000 Adults (A25+) in SEA had seen a Canon TVC at least once during the campaign period.