How do you convince your average consumer that your rather intimidating techie-looking camera is just what they need?

Old skool: tell them that it’s a lot easier than it looks, perhaps by depicting the camera being used by a recognisable simpleton – a monkey, small child or old lady would be fine,

New skool: pick a regular small town in middle America and give 200 regular people a camera to play with, then let them tell everyone how great it is.

Nikon’s brilliant D40 Picturetown campaign has simply and effectively created a bunch of passionate advocates to sell the product simply and effectively.



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