Canon Middle East is partnering with YouTube star and travel influencer, Haifa Beseisso to launch the company’s new brand proposition for the consumer and professional imaging business.
Aimed at younger audiences, the new proposition “Live for the Story” sees the brand re-launch itself.
As part of the partnership with Canon, Beseisso will create videos telling her story of a local influencer who loves to travel, talk to people and discover the world.
As part of the campaign, the brand will also launch a competition inviting audiences to share images on Instagram using the hashtags #LiveForTheStory and #CanonME as well as tagging @CanonME. The three winners will get to travel with Beseisso.
“’Live for the story’ is an industry-defining approach developed to completely change the way that people view Canon. The shift sees Canon cement itself as a storytelling brand, ensuring that every output from its entire ecosystem and product portfolio helps consumers to tell their story,” says Venkatasubramanian Hariharan, B2C business unit head, Canon Middle East, in a statement.
Beseisso adds: “Experience is the most valuable currency we have, so we need to encourage people to live every experience to the fullest. I am very excited to be a part of this unique campaign and cannot wait to see the competition entries.”
“Experiences are what matter and this is where our focus is. ‘Live for the Story’ has been developed to inspire people to do just that. Through every element of Canon’s repositioning we are encouraging people to be ready to capture stories they are creating every day,” adds Hariharan.