‘The Moment’ is part of an exclusive multi-platform campaign, which launched on Saturday, 3rd October.
Using an entry level Nikon DSLR camera, the campaign focuses on the production of one amazing photograph, providing an incentive to mobile photographers to invest in a DSLR camera. ‘The Moment’ is a stunning image captured on the Nikon DSLR, with no post production tricks used, and involving an amalgamation of ballet dancers, roses, liquid nitrogen, a rifle and a significant volume of R&D.
The campaign launched with both online and offline teasers, using small elements of ‘The Moment’, including in slow motion films, without revealing the final image. On Saturday, ‘The Shot’ was revealed on a coverwrap of Telegraph Magazine, and across all Telegraph platforms, supported by multiple edits of a ‘How We Did It’ film, which can be viewed at www.telegraph.co.uk/nikon.
Matt Cory, MD of Spark, TMG, said: “This is a perfect example of a Spark partnership, where creativity and data insight meet. As a result we have created an image-led campaign that we believe will truly grasp our audience’s attention. This incredibly original campaign is testament to the faith that the client and agency have in The Telegraph and what we can achieve.”
Jeremy Gilbert, Group Marketing Manager at Nikon UK, said: “There is the misconception that great photographic moments require expensive, professional cameras and complex post-processing trickery. The team at TMG have demonstrated that with a creative imagination and an entry-level Nikon, customers can be inspired to push their creativity further and still produce fun, different and imaginative imagery.”
Liam Dawson, Business Director, Mediacom, said: “We have been working with Nikon for almost 10 years now and in 2014 we started to introduce content partnerships into our plans as an excellent way to engage with our target audience. This is the second year that Nikon have partnered with the Telegraph and the challenge was to build on the success of the last campaign and create something completely unique that would excite the photography enthusiast and demonstrate to those who are interested in photography what can be achieved with the quality of equipment that Nikon has to offer. The Moment is a fantastic demonstration of two brands working together and placing a lot of trust in each other to achieve something that’s not only visually stunning but also encourages people to ask ‘how did they do that?”
