Nikon selected Brands2Life to the retainer account after an eight-way competitive pitch. While Nikon is a leading figure in the high-end digital SLR camera and lens market, it is thought that the company is aiming for more mass-market appeal in Europe.
‘Our ambition is that every camera shopper in Europe aspires to buy Nikon when choosing camera kit,’ said Brands2Life consumer practice co-head Scot Devine, who will lead the account. ‘They think there is a big untapped potential in PR and they are awake to the value of it.’
Devine added that a key part of the brief would be to educate Nikon’s existing network across 26 European markets. Recent industry coverage has revealed continuing pressure on retailers to drop prices, forcing digital camera brands to aggressively pursue market share.
‘A lot of consumer electronics brands want to build a broader consumer profile,’ said Devine.
Initial activities will include support of the 50th anniversary celebration of Nikon’s ‘F-Mount’ lens mount, and promoting the recent launch of its D-5000 digital SLR camera with HD video.