Case Study: Canon’s Knock at the Cabin

Written By Emily Hauptle

The AR/VR market was growing rapidly, but Canon was being drowned out by technology giants like Meta. We needed to show up where technology leaders go to learn what’s next in tech, and that’s CES - the world’s biggest technology stage. Our key insight was that earning credibility with technology influencers requires the perfect balance of hype and reality, making them feel it AND believe it.

Strategic idea - we needed to find a way to invite CES attendees to become part of new storytelling experiences that can only be brought to life by Canon technology.

Let’s create the world’s first truly Immersive Movie Trailer with M Night Shyamalan’s Knock at the Cabin at CES.


Results:

  • 3.2b impressions

  • #1 CES experience

  • +128% increase in booth attendance

  • Silver Cannes Lion Experience Design: Multi-platform

  • Shortlisted Cannes Lion Metaverse, New Realities & Emerging Tech

  • Bronze London International Awards B2B

Emily Hauptle
Previous

Case study: Ad Council “Love, Your Mind”
Next

Case Study: Cox Hug Project