One of the coolest marketing campaigns hit the world in a big way when 'The Big Hands' by Nikon stunt was recently executed in several European cities.
The camera kingpin kept the world in suspense when they erected massive sculptures of hands emerging from what looked like broken ground in a position of mystery. Each set of hands was posed as if they were to be holding something and no signage was added to appease the question of passersby.
The Twitter world took a gamble at what the empty molds might be wordlessly waiting for in Warsaw, Milan, Stockholm, Berlin, Paris and even Covent Garden until, overnight, the hands were filled with massive replicas of the Nikon J1.
Causing the cities to stir with branding buzz and turning a revolutionary reveal into an interactive marketing win, Nikon did a great job -- I've got to "hand it" to them.
Mysterious Sculpture Stunts
‘The Big Hands' by Nikon is a Ground-Breaking Camera Campa
Trend Themes
1. Interactive Marketing - Nikon's 'The Big Hands' sculpture stunt demonstrates the power of interactive marketing and provides opportunities for other companies to create similar campaigns that engage and excite consumers.
2. Mystery Advertising - Nikon's use of mysterious sculptures to promote their brand showcases the effectiveness of mystery advertising and presents an opportunity for other businesses to use this tactic to build anticipation and buzz around their products or services.
3. Brand Awareness Through Art - Nikon's use of large-scale sculptures to promote their brand highlights the potential for other companies to create artistic installations that increase brand awareness and enhance the customer experience.
Industry Implications
1. Camera and Photography - Nikon's 'The Big Hands' campaign is a disruptive innovation opportunity for the camera and photography industry, providing inspiration for creative advertising and marketing campaigns that showcase the power and capabilities of their products.
2. Visual Arts and Design - The success of Nikon's art-inspired marketing campaign suggests opportunities for the visual arts and design industry to partner with businesses to create unique art installations that both promote brands and enhance public spaces, effectively bringing art to everyday life.
3. Advertising and Marketing - Nikon's use of enigmatic sculptures in their marketing campaign provides innovative opportunities for other companies in the advertising and marketing industry to create memorable and impactful campaigns that draw attention and engage audiences.