By Paul Hayes

CANNES, FRANCE: Canon has taken out a major international media gong at the Cannes Lion awards this week.

Canon’s brand campaign for EOS Photochains has been awarded the prestigious Lions Grand Prix for Media.

The company was also awarded with gold, silver and two bronze awards in the Direct category, a silver for the Promo and Activations category and another silver in the PR category.

“This is incredible news. It’s a humbling validation from our global peer community and testament to the massive team effort that goes into making an integrated campaign like Canon EOS Photochains come to life,” said Canon Australia general manager, marketing – consumer, Darren Ryan.

“In recent years, Canon Oceania has been working hard to shift from a product focus to a more consumer-centric marketing model by inspiring creativity based on deep understanding of consumers and their needs.”

According to Canon, a major outcome of this needs-based marketing approach is the World of EOS, an online forum designed to help offers photographers tutorials, social media platforms such as EOS Photochains. This platform represents the core of an integrated marketing approach comprising TV, online, cinema, outdoor and print advertising.

“Canon EOS has performed exceptionally well, achieving revenue growth of 44 per cent to $138 million in 2009,” said Ryan.

“Our market share grew to 54 per cent by value in 2009.”