The "I AM" campaign is an international advertising project that is published in television, print and online in Europe. It was created by Jung von Matt/Spree a German advertising agency which has created a lot of other successful campaigns not only in Germany. All the commercials show real-life scenarios including normal people like you and me keeping breathtaking and once in a lifetime pictures with a Nikon camera. Headings starting with "I AM" and a nice fitting short expression afterwards conclude the short little picture scenes. Also, famous people like Robbie Williams appear in a scene as well. It tries to appeal the audience to take part and become a member of the Nikon family.
Brigitta Olson, general manager of marketing communications at Nikon Europe says: "We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography
- one where anyone can express themselves, regardless of their photography experience" (Marketing Week).
Low-Context Culture:
A previous research has shown that the disclosure of information varies in different cultures. Hall identified, based on the communication style and the degree of context, two different ways of contextually in Asian Countries (high-context) and in the Western world (low-context). The logical conclusion would be that Great Britain is a low-context culture and that is correct.
In a low-context culture the communication is direct and explicit and this style can be seen in some commercials in the UK as well. Generally, the commercials in a low-context culture relay more on data-based facts and address the potential audience directly and use explicit conclusion. Therefore they are more hard selling.
Some of these elements could be seen in the Nikon spots as well. For example, the addressing of the audience is very direct with the headings "I AM PART OF THE WORLD" and the pictures of normal people like you and me. Also, in some spots a few data based camera facts are included. In contrast, the Nikon commercials use a lot of emotional elements as well, for example the music and the once in a lifetime pictures. Together with the data based camera facts, the spots include hard selling and soft selling elements and address two different kinds of customers. The ones who buy the camera because of its functions and the other ones, who buy it to capture wonderful moments with it, like the advertisement showed him or her.
Short-Term Orientation:
Hofstede identified different types of cultural dimensions, the short-term and long-term orientation. For the Western world the short-time orientation is more important than for the Asian cultures, they value more the long-time orientation.
Generally, a country with a short-term orientation, for example the UK, is more orientated at the future and it is more likely to recognize that the past is over.
The included elements in the campaign, in general are not very traditional, except the wedding scene (in this particular spot) but this can also be seen as a symbol for the future.
Sources:
Pictures & Video:
Müller, Barbara. "Dynamics of International Advertising: Theoretical and Practical Perspectives." New York, NY: Lang, Peter New York, 2011. Print.
Daechun, An. "Advertising Visuals in Global Brands' Local Websites: A Six Country Comparison." International Journal of Advertising (2007):303-332.Print
http://www.marketingweek.co.uk/nikon-unveils-pan-european-ad-campaign-themed-i-am-nikon/3010824.articlePictures & Video:
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