Product marketing copywriting for the EOS Canon C400

The client

Canon is well known to photographers and cinematographers to the point where the brand itself needs little to no introduction. The digital cinema camera landscape is a hotbed of competition between some big names, so there’s a constant need for innovation and meeting user demands to integrate the latest technologies into newer, more efficient camera bodies. With that need in mind, Canon set about developing the latest in its offering, the EOS C400, to answer the call for a high-end, versatile solution.

The brief

Product marketing copywriting is fundamental to the success of any campaign. The Canon team approached Grammatik, as a specialised technology marketing and PR agency, to create content to support their EOS C400 launch programme. Deliverables included content for the Canon website as well as in-store POS and sales collateral. As an entirely new product with revolutionary features, including triple base ISO and BSI sensor, the copy would need to be engaging for users across broadcast, cinema, TV, sports, and events.

The strategy

We began by understanding the target users of the new EOS C400 camera. Spread across diverse, but related, sectors from cinema to sports, the markets would undoubtedly be interested in different aspects of the camera. Copy needed to be highly engaging, lightly technical, and inspiring in order to communicate the EOS C400’s features effectively.

After reading through specification documents and hosting research calls with the Canon team, we landed on the tagline “redefining versatility” to encapsulate the broad spectrum use cases of the EOS C400. The concept of versatility would underpin the majority of the product marketing copywriting, with power words anchoring key aspects of the camera, such as its mighty 6K BSI sensor. However, these phrases would be used sparingly so as not to make the copy too sales-like in its nature, speaking instead to the factual elements and benefits that the EOS C400 would provide to its users.

By leaning into the idea that the EOS C400 could serve all needs – and so be the only camera a DOP would need – we took an easy to read approach to the writing and allowed the audience to see the benefits for themselves.

The results

Core copy delivered for the Canon website and internal use

Key features highlighted for sales staff

“Canon: redefining versatility” ranking as first result on SERP

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