NikonNikon Music Festival 2016
REQUEST
For the 6th year running, Nikon wanted to organise the Nikon Music Festival to reach and engage passionate photo and music fans in partnership with Les Vieilles Charrues Festival. The focus this year was:
• Continue the Nikon Music Festival to legitimise the brand’s association with the world of music
• Reach a strategic target audience (18-35 years, socio-professional category +)
• Produce quality video and photo content in line with the brand positioning and expectations of its community
• Highlight products and associated promotions to stimulate purchase
IDEA
I am a storyteller: invite selected reporters to tell a story through their photo/video experiences for Les Vieilles Charrues Festival. Like photojournalism, this project combines text and images and was the subject of an article in the Nikon Mag after the Festival.
DEVICE
Digital campaign
Recruit 4 reporters (3 photo reporters and 1 video reporter) to cover the Festival of Les Vieilles Charrues according to a specific theme.
Role and mission of coaches – William K (photo) and Jeronimo Acero (video)
• Create a support programme for reporters
• Present Nikon and festival materials
• Support and coach reporters during the festival
• Share their passion for photos/video, teach techniques and provide guidance
• Create content to share on Nikon’s social networks and iamyourstory.fr
• Select the best pictures for a live festival with giant screen
• Follow-up after the event for pictures editing and articles
Reporter series
Quentin RENAULT (photo): Civil protection
Caroline GRIMPREL (photo): Volunteers
Joffrey WINGROVE (photo): Festivalgoers
Grégoire DELANOS (vidéo): Parallel between life moments of festivalgoers and the Nikon Music Festival team
Programme for festival
• Design, set up and run the Nikon stand at the festival
• Create daily content, shared via the Nikon digital ecosystem and on giant screens
Studio Nikon activities
• Colourful photo call
Create an offbeat experience: photograph participants in an explosion of coloured pigments
• Camera lending
Invite festival goers to borrow 3 models (REFLEX D3300, COOLPIX AW130 & NIKON 1J5) during 1.5h
• Coaches exhibition
Highlight work and universe of the 2 coaches, William K and Jeronimo
RESULTS
• 1285 pictures taken during photo calls
• 883 pictures shared on social networks
• 5475 participants
• 335 cameras lent
• 1211 email addresses collected
