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HASSYNYC
– building passion through social media Hasselblad: MANUFACTURER OF THE WORLD’S FINEST CAMERAS Hasselblad is a leading designer and manufacturer of cameras, originally based in Sweden, but now reckognized all over the world for their high performance cameras for the professional segment only. They are, in some people’s opinion, the Rolls Royce of cameras, costing about 25-50,000 USD. CHALLENGE: SELLING EXPENSIVE CAMERAS Hasselblad is renowned for their precise and powerful cameras, providing 40-50 megapixel capabilities, which makes it the preferred camera of the professional photographer, especially in and around the fashion and design industries in New York, Los Angeles, Paris, London, etc. But even with a strong brand amongst photographers, Hasselblad still faced a difficult launch of their new and very expensive professional series called H4D in late 2009. Beginning with their primary target group of photographers in New York, Hasselblad asked themselves the big question: How do we, amidst financial hardship in the creative community, inspire a group of hard-working, frequently travelling New Yorkers to learn about our new camera series? OBJECTIVE: CREATING buzz ABOUT THE H4D The objective was to engage the photographers of New York and demonstrate Hasselblad’s commitment to take photography even further. We wanted the target group to hear from and experience their peers as they got involved with the product rather than hearing about it from Hasselblad. Measurable objectives: • Specifically, we aimed to get 50 % of the 650 photographers participating at the Hasselblad launch event to sign up for the campaign to continue the conversation about photogrphy and be part of the New York community online • We also wanted 50 % of the sign-ups to submit information about their camera equipment, in the early stages of building a valuable database • Furthermore we wanted 50 % to give their permission to let us contact them with inspiration and information about Hasselblad products • Finally, we wanted to increase the number - and quality - of visitors at HasselbladUSA. com Emotional objectives: • Building a bridge between the physical event and the photographers online involvement • Building the foundation for a lasting photographer community • Taking the old camera manufacturer into the new media age in an engaging way Target group The audience consists of leading photographers from all over the world. For this campaign, Hasselblad wanted to begin their launch of their new camera series by involving 650 photographers in New York.