One of the creative yet effective strategies used in many advertising campaigns to stimulate the emotions of potential customers is the use of humour. Rather than presenting the product’s features and advantages the advertisers would use funny ideas to evoke positive feelings. These positive feelings can potentially lead to cognitive processes that motivate the recipient to buy the presented product.  Obviously, this is an attempt to appeal to the consumer’s psychological, social, and/or emotional needs. As a result , this needs can best be resolved by the purchase of the product or service. Of course their main objective is for us all to think and say: I want, you want, we all want this thing SO BADLY…so we need to buy it!

Nikon used this strategy to announce the COOLPIX S60 with their new improved Face-priority Auto Focus which can detect up to 12 faces anywhere and in any environment. The Nikon COOLPIX S60 is an advanced and stylish 10-megapixel compact digital camera. The S60 has the same touch screen feature as the iPhone and iPod Touch allowing users to scroll through images, zoom, and move within an image with a swipe or tap of the fingers. The camera also offers advanced features such as Scene Auto Selector, enhanced Face Recognition, Smile Timer with blink detection, time-lapse movies, in-camera retouch and HDMi output. The 10 effective megapixels offer high-resolution and high-quality images while the use of Nikon’s exclusive EXPEED image-processing system (originally designed for its award-winning professional D-SLRs) ensures the data obtained from the image sensor are processed at high speed and with the greatest precision. Mark Pekelharing, Product Manager at Nikon Europe commented: “The COOLPIX S60 is the perfect marriage between technology and style. Nikon has introduced a host of features to make this camera easy to use and packed it with superb innovations derived from our professional D-SLR line for optimal imaging. We are confident that the numerous colour options will appeal to those looking for the combination of quality and good looks in a single package.”

Nikon’s advertising campaign, managed by Euro RSCG Singapore, focused on the camera’s main feature, Face-priority Auto Focus , with three posters below showing various entertaining ways of getting the face detection point across. What a fun and creative execution in each poster! Let’s see if our two eyes can detect faces faster than the COOLPIX S60!