lens. 2 Attach theEF-S lens with the cameras Align the
white EF-S lens mount index and turn the lens as shown by the arrow until it clicks in place. When attaching a lens other than an EF-S lens, align the lens with the red EF lens index mark.

EF lens mount index

lens, set 3 On the to <AF>. the focus mode switch
If it is set to <MF>, autofocus will not be possible.
4 Remove the front lens cap.
Detaching the Lens While pressing the lens release button, turn the lens as shown by the arrow.
Turn the lens until it stops, then detach it.
When attaching or detaching the lens, take care to prevent dust from entering the camera through the lens mount.
Installing and Removing the CF Card
The captured image will be recorded onto the CF card (optional). Although the thickness is different, a Type I or Type II CF card can be inserted into the camera. The camera is also compatible with Microdrive and CF cards with 2 GB or higher capacity.

Installing the Card

Open the cover.
Slide the cover as shown by the arrow to open it.
2 Insert the CF card. is Using Canon CF cards
recommended. If the CF card is inserted in the wrong way, it may damage the camera. As shown in the illustration, face the label side toward you and insert the end with the small holes into the camera. s The CF card eject button pops up.

CF card eject button

3 Close the cover.and slide it in the Close the cover
direction shown by the arrow until it snaps shut.

Shots remaining

When you set the Power switch to <1>, the number of remaining shots will be displayed on the LCD panel.
The shots remaining depends on the remaining capacity of the CF card and the ISO speed setting.

Removing the Card

Access lamp
Set the Power switch to <2>. Check that the buSY message is not displayed on the LCD panel. Make sure the access lamp is off, then open the cover.
the CF card. 2 Removethe Eject button. Press
s The CF card will be ejected. Close the cover.
A blinking access lamp indicates that data is being transferred or read, written, or erased on the CF card. Never do the following while the access lamp is lit or blinking. Such actions may destroy the image data. It may also damage the CF card or camera. Shaking or banging the camera around. Opening the CF card slot cover. Removing the battery. If you use a CF card already containing recorded images, the images recorded thereafter by the camera might be appended with a le number that continues on from the images already recorded on the CF card. If you want to start the le numbering from 0001, set [Auto reset] for the le numbering (p.67), then use a newly formatted CF card. If Err CF (Error CF) is displayed on the LCD panel, see page 118. If you use a low-capacity CF card, it might not be able to record large images. Compared to CF cards, Microdrive cards are more vulnerable to vibration and physical shock. If you use a Microdrive, be careful not to subject the camera to vibration or physical shock especially while recording or displaying images.

Menu Setting Procedure

Display the menu.
Press the <M> button to display the menu. To turn off the menu, press the button again.
a 2 Select thetab. > button to select a menu tab. Press <C
If the ve tabs are highlighted, you can also press the <U> keys to select a tab.
menu item. 3 Select athe <V> key to select the Press
menu item, then press <0>. If you press the <C> button now, another tab will be selected.
4 Select the menu setting. key to Press the <V> or <U>
select the setting. (Some settings require you to press either the <V> or <U> key to select it.)
the setting. 5 SetPress desiredset it. <0> to menu. 6 Exit the the <M> button to exit the Press

menu display.

The explanation of menu functions hereinafter assumes that you have pressed the <M> button to display the menu screen. Menu operation will also work after the picture is taken while the image is being recorded to the CF card (access lamp blinks).

Menu Settings (1)

<z> Shooting 1 menu (Red)
Quality Red-eye On/Off Beep AF mode Metering mode ISO speed 73/83/74/84/76/86/ RAW+7L / RAW Off / On On / Off ONE SHOT / AI FOCUS / AI SERVO q: Evaluative / w: Partial / e: Center-weighted average metering 100 / 200 / 400 / 800 / 1600

Reference pages

<m> Shooting 2 menu (Red)
AEB Flash exp comp White balance WB SHIFT/BKT Custom WB Color space Parameters 1/3-stop increments, 2 stops 1/3-stop increments, 2 stops Q/W/E/R/Y/U/I/O WB correction: B/A/M/G bias, 9 levels each WB-BKT: B/A and M/G bias 1 level, 3 levels Manual setting of white balance sRGB / Adobe RGB Parameter 1, 2 / Set 1, 2, 3 / B/W 64
<x> Playback menu (Blue)
Protect Rotate Print order Auto play Review time Erase-protect image Rotate vertical image Species images to be printed (DPOF). Auto playback of images Off / 2 sec. / 4 sec. / 8 sec. / Hold 104
<m> Shooting 2 menu screen/tubs are not displayed in Basic Zone modes. These shaded menu items are not displayed in Basic Zone modes. In Basic Zone modes, the RAW+7L and RAW recording quality modes are not displayed.

Menu Settings (2)

<c> Set-up 1 menu (Yellow)
Auto power off Auto rotate LCD brightness Date/Time File numbering Format Shoot w/o card 1min. / 2 min. / 4 min. / 8 min. / 15 min. / 30 min. / Off On / Off 5 levels Setting the date/time Continuous / Auto reset Initializes and erases card On / Off

With Parameter 1, the [Contrast], [Sharpness], and [Saturation] are set to the +1 level. With Parameter 2, all the parameters are set to neutral at 0. In Creative Zone modes, [Parameter 1] is set by default.
3 Setting the Processing ParametersN
The image you capture can be processed automatically by the camera in accordance with the parameter settings you set (ve levels each for [Contrast], [Sharpness], [Saturation], and [Color tone]). You can register and save up to three sets of processing parameters.
Select the [m] tab. Press the <V> key to select [Parameters], then press <0>. s The parameter setting screen will appear.
2 Press <0>. 3 Select the set number.select [Set 1], Press the <V> key to
[Set 2], or [Set 3] then press <0>. The default parameter settings for [Set 1], [Set 2], and [Set 3] are all 0 (Standard).
be set. 4 Select the item tokey to select the Press the <V>
Parameter Contrast Sharpness Saturation Color tone Minus Low contrast

Less sharp outline

Plus High contrast Sharper outline High saturation

Low saturation

Reddish skin tone Yellowish skin tone
the 5 SetPress desired setting.select the the <U> key to
desired effect, then press <0>. Press the <M> button to return to the menu.

Black-and-White Shooting

When you capture images with the processing parameter set to B/W, the camera will process and record the images as black-and-white images onto the CF card.

Select [B/W].

In step 3 on page 64, select [B/W], then press <0>.
be set. 2 Select the item tokey to select the Press the <V>
desired setting, then press <0>. The [Contrast] and [Sharpness] will be the same as in the table in step 4 on page 64. For details on [Filter effect] and [Toning effect], see page 66.
the desired setting. 3 SetPress the <S> key to select the desired
effect, then press <0>.
Press the <M> button to return to the menu. When you press the shutter button halfway, the <0> icon will be displayed on the LCD panel.

Continuous

The le numbering continues in sequence File numbering after changing the CF card even after you replace the CF card. This CF card -1 CF card -2 prevents images from having the same le number, so image management with a personal computer is easier. Note that if the Next sequential le number replacement CF card already contains images captured with the camera, the le numbering will start after the highest le number in that CF card or after the last captured images le number, whichever is higher.

XXX-0051 XXX-0052

Auto reset
Each time you replace the CF card, the le numbering will be reset to the rst le number (100-0001). Since the le number starts from 0001 in each CF card, you can organize images according to CF card. Note that if the replacement CF card already contains images, the le numbering will start after the highest le number in that CF card.
File numbering after changing the CF card

CF card -1 CF card -2

XXX-0051

100-0001

File number is reset
When folder No. 999 is created, [Folder number full] will appear on the LCD monitor. If le No. 9999 is created, Err CF will be displayed on the LCD panel and in the viewnder. Replace the CF card with a new one. For both JPEG and RAW images, the le name will start with IMG_. The extension will be.JPG for JPEG images and.CR2 for RAW images.
B Checking Camera Settings
When the camera is ready to shoot, press the <B> button to view the current camera settings on the LCD monitor.
Display the camera settings.
Press the <B> button. s The current camera settings will appear on the LCD monitor. To turn off the settings display, press the <B> button again.
Date/Time (p.37) AEB setting (p.90) WB correction (p.59)/ WB bracketing (p.60) Color space (p.62) Processing parameters (p.63) Image review time (p.104) Auto rotate display (p.105) ISO speed (p.55) Auto power off (p.41) CF card remaining capacity Flash exposure compensation (p.100)
For details on the image info during playback, see Shooting Information Display (p.108).

The viewnder has seven AF points. By selecting a suitable AF point, you can shoot with autofocus while framing the subject as desired. You can also set the AF mode to suit the subject or obtain the desired effect. Evaluative, partial, and centerweighted average metering modes are provided. Single, continuous, and self-timer drive modes are provided. Select the metering mode that suits the subject or your photographic intention.

Drive mode Metering mode

AF mode
The asterisk M on the right of the page title indicates that the respective feature is available only in Creative Zone modes (d, s, f, a, 8). In the Basic Zone modes, the AF mode, AF point, metering mode, and drive mode are set automatically.

f Selecting the AF ModeN

The AF mode is the autofocusing operation method. Three AF modes are provided. One-Shot AF is suited for still subjects, while AI Servo AF is for moving subjects. And AI Focus AF switches from One-Shot AF to AI Servo AF automatically if the still subject starts moving. In the Basic Zone modes, the optimum AF mode is set automatically.
lens 1 Set the(p.25) focus mode switch to <AF>. Z <ZE> button. 2 Press the mode] menu will appear. s The [AF
3 Select the AF mode. to select the Press the <V> key
desired setting, then press <0>. X: One-Shot AF 9 : AI Focus AF Z : AI Servo AF When you press the shutter button halfway, the LCD panel will display an arrow <D> next to the current AF mode.
Although you can still set the AF mode while the lens focus mode switch is set to <MF>, the AF mode will not take effect during manual focus. If an Extender (optional) is attached and the maximum aperture of the lens is f/5.6 or smaller, AF will not be possible. For details, see the Extenders instructions. <AF> stands for Auto Focus, and <MF> is Manual Focus.
One-Shot AF for Still Subjects Pressing the shutter button halfway activates the autofocus and achieves focus once.
s The dot <. > inside the AF point achieving focus ashes briey in red. Also, the focus conrmation light <o> in the viewnder lights. s With evaluative metering, the exposure setting (shutter speed and aperture) will also be set when focus is achieved. The exposure setting and focus will be locked as long as the shutter button is pressed halfway. (p.75) You can then recompose the shot while retaining the exposure setting and point of focus.

When Autofocus Fails (Manual Focusing)
Autofocus can fail to achieve focus (the focus conrmation light <o> blinks) with certain subjects such as the following:
Subjects Difcult to Focus
(a) Low-contrast subjects Example: Blue sky, solid-color walls, etc. (b) Subjects in low light (c) Extremely backlit and reective subjects Example: Car with a reective body, etc. (d) Overlapping near and far objects Example: Animal in a cage, etc. (e) Repetitive patterns Example: Skyscraper windows, computer keyboards, etc. In such cases, do one of the following: (1) Focus an object at the same distance as the subject and lock the focus before recomposing. (p.75) (2) Set the lens focus mode switch to <MF> and focus manually.

Manual Focusing

1 Set the lens focus mode switch to <MF>. 2 Focus the subject. lens focusing Focus by turning the

Focusing ring

ring until the subject is in focus in the viewnder.
If you press the shutter button halfway during manual focusing, the AF point(s) achieving focus and the focus conrmation light <o> in the viewnder will light when focus is achieved.
q Selecting the Metering ModeN
The camera has three metering modes: Evaluative, partial, and center-weighted average metering. In the Basic Zone modes, evaluative metering will be set automatically.
Y the <Y 1 Press [MeteringQ> button.will appear. s The mode] menu Select the metering mode. 2 Press the <V> key to select the
desired setting, then press <0>. q: Evaluative Metering w: Partial Metering e: Center-weighted Averaged Metering When you press the shutter button halfway, the selected metering mode will be displayed on the LCD panel. q Evaluative Metering
This is the cameras standard metering mode suited for most subjects even under backlit conditions. After detecting the main subjects position, brightness, background, front and back lighting, etc., the camera sets the proper exposure. During manual focusing, evaluative metering is based on the center AF point. If the subject brightness and background light level are very different (there is a strong backlight or spotlight), use partial metering <w> instead.

w Partial Metering

Effective when the background is much brighter than the subject due to backlighting, etc. Partial metering covers about 9% of the viewnder area at the center. The area covered by partial metering is shown on the left.

any AF point over the subject. Then press the shutter button halfway.

Shutter speed Aperture

the display. 3 Checkshutter speed and aperture value s The
will be set automatically and displayed in the viewnder and on the LCD panel. A correct exposure will be obtained as long as the shutter speed and aperture value display do not blink.
4 Take the picture. and press the Compose the shot
shutter button completely.
If 30" and the maximum aperture blink, it indicates that the subject is too dark. Increase the ISO speed or use ash. If 4000 and the minimum aperture blink, it indicates that the subject is too bright. Decrease the ISO speed or use an ND lter (optional) to reduce the amount of light entering the lens.
Differences Between <d> and <1> (Full Auto)
In both modes, you can freely change the automatically-set shutter speed and aperture combination (program). In the <d> mode, you can set or use the functions below, but not in the <1> mode.
Shooting Settings Flash Settings (EX-series Speedlite)

AF mode selection AF point selection Drive mode selection Metering mode selection Program Shift Exposure compensation AEB AE lock with <A> button Depth-of-eld preview Clear all camera settings Custom Function (C.Fn) Clear all Custom Functions Sensor cleaning

Manual/stroboscopic ash High-speed sync (FP ash) FE lock Flash ratio control Flash exposure compensation FEB 2nd-curtain sync Modeling ash RAW, RAW+7L selection ISO speed setting White balance selection Custom white balance selection White balance correction WB bracketing Color space selection Processing parameter setting
Flash Settings (Built-in ash)
Flash On/Off FE lock Flash exposure compensation

About Program Shift

In Program AE mode, you can freely change the shutter speed and aperture value combination (program) set by the camera while maintaining the same exposure value. This is called program shift. To do this, press the shutter button down halfway, then turn the <6> dial until the desired shutter speed or aperture value is displayed. Program shift is canceled automatically after the image is captured. If you use ash, you cannot use program shift.

s Shutter-Priority AE

In this mode, you set the shutter speed and the camera automatically sets the aperture value to suit the subjects brightness. This is called shutter-priority AE. A fast shutter speed can freeze the motion of a fastmoving subject, and a slow shutter speed can blur the subject to give the impression of motion.
* <s> stands for Time value.

Fast shutter speed

The higher the f/number, the darker the viewnder will look. In the <8> mode, press the shutter button halfway to focus, then press the depth-of-eld preview button while still pressing the shutter button halfway. The exposure is locked (AE lock) while you press the depth-of-eld preview button.

a Manual Exposure

In this mode, you manually set both the shutter speed and aperture value as desired. To determine the correct exposure, refer to the exposure level indicator in the viewnder or use a handheld exposure meter. This method is called manual exposure.
* <a> stands for Manual.
Set the Mode Dial to <a>.

the <6> dial.

the desired aperture 3 SetHold down the <O> andvalue. turn the

Standard exposure index

4 Focus the subject. halfway. Press the shutter button
s The exposure setting will be displayed on the LCD panel and in the viewnder. The exposure level icon <h> shows you how far you are from the standard exposure level.

Exposure level mark

the 5 SetCheckexposure. level and set the the exposure
desired shutter speed and aperture value. : Standard exposure level. : To set it to the standard exposure level, set a slower shutter speed or a larger aperture opening. : To set it to the standard exposure level, set a faster shutter speed or a smaller aperture opening.

6 Take the picture.

If the exposure level mark <h> blinks at the <G> or <F> level, it indicates that the exposure level exceeds the standard exposure by 2 stops.
8 Automatic Depth-of-Field AE
This mode is for obtaining a wide depth of eld automatically between a near subject and far subject. It is effective for group photos and landscapes. The camera uses the seven AF points to detect the nearest and farthest subjects to be in focus.
* <8> stands for Auto-depth of eld.
8 Set the Mode Dial to <8>.
2 Focus the subject.over the subject Move the AF point
and press the shutter button halfway. (0) All the subjects covered by the AF points ashing in red will be in focus. Hold down the shutter button halfway and press the depth-of-eld preview button to see the depth of eld (range of acceptable focus). (p.85)

The built-in ash or an EOSdedicated, EX-series Speedlite enables E-TTL II autoash (evaluative ash metering with preash), making ash photography as easy as normal shooting. The result is naturallooking ash photos. In the Basic Zone modes (except <3> <5> <7>), ash photography is fully automatic. In Creative Zone modes, ash can be used whenever necessary.

Using the Built-in Flash

E-TTL II autoash obtains high-precision and consistent ash shots.
Using the Built-in Flash in the Basic Zone
If necessary, the built-in ash will pop-up automatically in low-light or backlit conditions. (except in the <3> <5> <7> modes)
Using the Built-in Flash in the Creative Zone
Regardless of the light level, you can press the <D> button to pop-up and re the built-in ash whenever desired. d : For fully automatic ash photography. The shutter speed (1/ 60 sec. - 1/200 sec.) and aperture value are set automatically, just as in <1> (Full Auto) mode. s : Enables you to set the desired shutter speed (30 sec. - 1/ 200 sec.). The camera then automatically sets the ash aperture value to obtain the proper exposure at the shutter speed you have set. f : Enables you to set the desired aperture value. The camera then automatically sets the shutter speed (30 sec. - 1/200 sec.) to obtain the proper exposure at the aperture you have set. Against dark backgrounds such as the night scenes, slow-sync shooting will be set so that both the subject and background are exposed correctly. The main subject is exposed with the ash, and the background is exposured with a slow shutter speed. Because automatic slow-sync shooting uses a slow shutter speed, always use a tripod. If you do not want a slow shutter speed to be set, set C.Fn-3 [Flash sync. speed in Av mode] to [1: 1/200sec. (xed)]. (p.148) a : You can set both the shutter speed (bulb or 30 sec. - 1/200 sec.) and aperture value. The main subject is exposed properly by the ash. The background exposure will vary depending on the shutter speed and aperture. 8: The ash result will be the same as the <d> mode.

Before attaching an external Speedlite, retract the built-in ash if it is popped up. If the EX-series Speedlites ring mode is set to TTL autoash with the Custom Function, the Speedlite will not re. If autofocus cannot be achieved, the external, EOS-dedicated Speedlites AF-assist beam (if the Speedlite has an AF-assist beam) will be emitted automatically (except in the <3> <5> <7> modes). The camera is a Type-A camera that can use all the features of EXseries Speedlites.
Using Non-Canon Flash Units
The camera can synchronize with compact, non-Canon ash units at 1/ 200 sec. or slower. Be sure to test the ash unit beforehand to make sure it synchronizes properly with the camera.
If the camera is used with a ash unit or ash accessory dedicated to another camera brand, the camera may not operate properly and malfunction may result. Do not attach a high-voltage ash unit on the cameras hot shoe. It might not work.

U LCD Panel Illumination

The LCD panel is provided with illumination. To illuminate the LCD panel, press the <U> button (9). To turn off the illumination, press the button again. Use it to read the LCD panel in the dark.
Pressing any shooting-related button or turning the Mode Dial while the LCD panel is illuminated prolongs the illumination. When the camera is connected to a printer and the <U> button turns blue, the button functions as a Direct print button. (p.123)
This chapter explains image playback operations such as how to view and erase captured images and how to connect the camera to a TV monitor.
For images taken with another camera:
The camera might not be able to properly display images captured with a different camera or edited with a personal computer or whose le name was changed.
3 Setting the Image Review Time
You can set how long the image is to be displayed on the LCD monitor right after it is captured. To keep the image displayed, set [Hold]. To not have the image displayed, set [Off].

Just connect the camera to a printer, select the images, and press the button to print those images. You can print repeatedly according to the same print settings (paper size, date imprinting, borders on/off, etc.).

Printer-connected icon

Select the image(s) to be printed.
Check that the <w/A/S> icon is displayed on the upper left of the LCD monitor. If the <w/S> icon is displayed, you must rst set the paper size and other settings. See wPictBridge / SEasy Printing with Bubble Jet Direct on the next page.

Print settings

2 Check the print1settings. elapse, If you quit step and 5 sec.
the print settings will be redisplayed.
wPictBridge Date Printing effects Paper size Paper type Borders ACP Direct Image Borders Date SBubble Jet Direct Paper size Borders Date
To change any setting before printing, press <0>. For details, see the respective pages: w: p. 125 - 128, A: p.129 - 131, S: p.132 - 134 The modied settings will be saved in the camera and applied the next time you print. To print, just press the Direct print button when it lights in blue.
the Direct print 3 Press it lights in blue. button when
s The printing will start. When the printing ends, the screen will return to step 1. To stop the printing, press <0> while [Stop] is displayed, then select [OK] and press <0>.
wPictBridge / SEasy Printing with Bubble Jet Direct
Before using Easy Printing for the rst time, see the respective pages to set the print settings (paper size, etc.): w: p.125 - 128, S: p. 132 - 134
AEasy Printing with CP Direct
The camera will read the CP printers ink cassette and paper size information and execute optimum printing accordingly. The default settings are P: Single, O: Borderless, H: Date imprinting off. To change any setting before printing, see p.129 - 131.
With Easy Printing, the printing quantity will be 1 even if multiple copies is set on the Print setting screen. With a CP printer, you cannot stop the printing once it starts. With a BJ printer, if you select [Stop], the paper being printed will be discharged. To print two or more copies of an image, press <0> in step 1, then set the quantity on the Print setting screen and select [Print]. The print settings displayed in step 2 will be as follows: wPictBridge: The display will vary depending on the connected printer. ACP Direct: If [Image] is [Multiple], the [Borders] and [Date] settings will not be displayed.

Setting the Trimming

You can crop the image and print only the cropped portion as if the image was recomposed. Do the trimming right before printing. If you set the trimming and then set the print settings, you may have to set the trimming again.

Select [Trimming].

Press the <V> key to select [Trimming], then press <0>. s The trimming screen will appear.
2 Trim the image. within the trimming The image area
frame will be printed. The operation guide disappears while you trim the image. It will reappear after 5 sec. of idle time. Changing the trimming frame size When you press the <u> or <I> button, the size of the trimming frame will change. The smaller the trimming frame, the larger the image magnication will be. Moving the trimming frame Press the <S> keys to move the trimming frame in the respective direction. Move the trimming frame until it shows the desired image area or composition. Rotating the frame The <B> button toggles between the vertical and horizontal orientation of the trimming frame. For example, a horizontal shot can be printed as a vertical shot.

Image area to be printed

menu. 3 Exit the <0>. Press
s The Print setting screen will reappear. s On the upper left, you can see the trimmed image area that will be printed.
Depending on the printer, the trimmed image area might not be printed as you specied. The smaller you make the trimming frame, the grainier the picture will look. If the picture will be too grainy, the trimming frame will turn red. While trimming the image, look at the cameras LCD monitor. If you look at the image on a TV screen, the trimming frame might not be displayed accurately. The trimming frame shape will be different depending on the [Paper settings], [Image] / [Paper], [Page layout] / [Borders] settings.
DPOF: Digital Print Order Format
With DPOF (Digital Print Order Format), you can use the camera to specify which images in the CF card are to be printed and the quantity. This feature is very convenient when you make prints with a DPOFcompatible printer or photo lab.
About DPOF DPOF (Digital Print Order Format) is a standard for recording print ordering instructions to the CF card. It is for images taken with a digital camera, and you can specify which photos and the quantity to print. With a DPOF-compatible digital camera, you can do the following: By inserting a CF card into a printer compatible with DPOF, you can make prints as specied. Printers capable of direct printing from the camera can print the images as specied by DPOF. When ordering prints from a photo lab, you do not need to ll in any order form to specify the image selections, quantity, etc.

Error Code Err 01 Err 02 Err 04 Err 05 Countermeasures Communications between the camera and lens is faulty. Clean the lens contacts. (p.9) There is a problem with the CF card. Try any of the following: Remove and re-insert the CF card. Format the CF card. Use a different CF card. The CF card is full. Erase unnecessary images in the card or replace the CF card. Something obstructed the built-in ashs automatic pop-up operation. Turn the power switch to <2> and <1> again. An error other than the above has occurred. Remove and re-install the battery. This error may occur if you use a non-Canon lens and the camera or lens does not operate properly as a result.

Err 99

Major Accessories (Optional)

Battery Pack NB-2LH

Compact, high-capacity, lithium-ion, secondary power pack.

AC Adapter Kit ACK700

Power source kit (AC adapter, DC coupler, power cord) for supplying power to the camera from a household power outlet. Compatible with 100 VAC - 240 VAC.

Battery Grip BG-E3

This accommodates two NB-2LH packs or six size-AA batteries. It provides a vertical-grip shutter button, electronic dial, AE lock/FE lock button, AF point selection button, and exposure compensation/aperture setting button.

Semi-Hard Case EH18-L

Dedicated case to protect the camera. It can accommodate the camera attached with the EFS18-55mm f/3.5-5.6 ll lens.

Shoe-mount Speedlites

An EX-series Speedlite can be attached to the cameras hot shoe. You can use E-TTL II autoash to obtain ash exposures as easy as normal shooting without ash.

Macro Lites

The EX-series Macro Lites (two models) are ideal for close-up ash photography. You can re only one or both ash tubes and control the ash ratio to easily obtain sophisticated lighting effects with E-TTL II autoash.
Remote Controller RC-1 and RC-5
Remote control transmitter that enables you to shoot from 5 m (16.4 ft.) away from the camera. The RC-1 can trip the shutter immediately or after a 2-sec. delay, and the RC-5 trips the shutter after a 2-sec. delay. RC-1 RC-5

Remote Switch RS-60E3

Remote switch to prevent camera shake during supertelephoto shots, close-ups, and bulb exposures. The cord is 60cm/2.0 ft. The switch provides the same effect as pressing the shutter button halfway or completely. A shutter-release lock is also provided.
E-series Dioptric Adjustment Lenses
One of ten E-series dioptric adjustment lenses (-4 to +3 diopters) can be attached to the cameras eyepiece to further expand the dioptric adjustment range.

2007 Gold Effie Winner
Canon EOS 350D Digital SLR Camera Its Playtime
Category: Global Effies Agency: Cayenne Communications BV Media Agency: mediaedge:cia Client: Canon Europe Top four markets (countries) and dates campaign ran in each country
United Kingdom (April 05 Dec 05) Germany (April 05 Dec 05) Italy (April 05 Dec 05) France (April 05 Dec 05)
Total number of countries in which the campaign ran or is currently running: 16 Total number of regions in which the campaign ran or is currently running: 2
Criteria used to determine top four markets
This case illustrates how the EOS 350D communication a) influenced peoples perception of digital SLR cameras from Canon and b) thus contributed to product sales well above expectations in a very competitive environment. To make a clear link between communication and sales 2 criteria determined country choice: 1. Diversity the countries selected differ significantly in culture, consumer attitudes towards the category and Canons market position (leader vs. follower). Positive and comparable across-market results would rule out local differences and market situations and support the campaign as main success factor.
Effie Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2007: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.
2. Information pre- & post consumer research data has to be available to build a connection between communication and sales. The markets with the most comprehensive information available were selected. Markets chosen Germany, United Kingdom, France and Italy [Note: the campaign ran in 16 countries in 2 regions: 15 European countries and in South Africa (see creative materials attachment for South African creative work). However, only category sales and media figures for 2005 were available for South Africa. Therefore we didn't include South Africa as a showcase for the effectiveness of the campaign.]

Strategic Challenge

Situation In 2004 Canon established a new segment in the Single-Lens-Reflex (SLR) camera market: a digital SLR camera at a price point of about 1,000 EURO. This entry-level camera made digital SLR photography suddenly affordable for the hobby photographer. The camera was an instant success and the competition had a big problem. In 2005 Canon planned to launch the follow-up model, the EOS 350D, and had even higher expectations: double sales to make the EOS 350D profitable. However, the situation had drastically changed: Nikon - Canons main competitor was prepared to defend its position in the SLR category at any cost. Nikon developed the D50, a model with excellent specs designed to fight back and regain market share. New competitors like Olympus, Konica-Minolta and Pentax launched competitive models at lower prices. Canons new camera, the EOS 350D, was an improvement but not a break-through like its predecessor. And it came at a premium price.
Crucially, Canon had to identify a new target group. Converting analogue SLR user to digital SLR was not enough to achieve the sales targets. Canon had to move into the mass market. However, research indicated the Canon brand lacked 'approachability', a pre-requisite to attract mass market clientele. And, the SLR category was perceived as territory for photo-buffs but not for the average camera user. Business & Marketing Objectives 2005 1. Double sales in all key markets (+100% vs. 2004) 2. Defend Canon's market share ratio (volume) versus Nikon 3. Attract new users to digital SLR photography (+25% vs 2004) Communication Objectives 2005 4. Make SLR photography with Canon seem easy and appealing 5. Broaden Canon's brand appeal towards the mass market
As the motivations behind SLR photography were similar throughout countries and the product segment new, these objectives were set across all key markets. However, each key market had individual barriers to overcome: Germany the German market was known as being driven by technological specs and independent consumer testing. The average performance of the 350D was a handicap. United Kingdom While strong in the SLR segment Canon was weak in the mass market. Olympus was brand of choice when it came to digital photography for the masses. France Nikon was category leader and enjoyed strong heritage. Breaking into Nikons territory would require extra effort. Italy the Italian mass market was driven by product design and user-friendliness. The standard SLR appearance of the EOS 350D (size and design) could delay mass market adoption.

The Big Idea

We quickly realized that identifying the right target group and insight were key to solve the case. A segmentation study of camera user pointed towards the digital-still-compact (DSC) camera user; a group large enough to meet the sales targets, who was interested in photography and who already had experience with digital technology. However, the study also indicated that DSC user rejected SLR cameras as too large, too complicated, too boring; made for photo-freaks but not for them. If we wanted to make DSC user consider buying an EOS 350D we had to defuse this hostility and find a motivating insight towards SLR photography. An interactive workshop with DSC users brought us on the right track. We expected them to talk very seriously about their photographic achievements, their best shots, how creative they were. Instead they understood photography as a hobby, a fun activity to relax, to take 'time out'. Photography allowed them to discover and appreciate the beauty of everyday life. For them a camera was a license to play; a toy for adults to explore the world. If we would position the EOS 350D as an easy-to-use, uncomplicated camera that brings more photographic fun than a DSC camera we could lower our target groups barrier towards SLR photography - and help the Canon brand to become more approachable for the mass market. The proposition summarized it: With the EOS 350D the world becomes your creative playground - Go Play!
Bringing the Idea to Life
Qualitative research indicated the relevance of our insight to our target group across markets. However, we needed a creative idea that brought this insight to life in 16 countries without misunderstandings. We went back to examine the core of our insight. Why do people play? And why would adults need a license to play? Being an adult means lots of constraints, worries, self-control. Playing however means the opposite: no seriousness or responsibility but pure enthusiasm and enjoyment. Playing is like being a child, without any inhibitions.
If the EOS 350D is a license to play with the world then all you need to do is to let out your inner child and start playing! The campaign used this thought: a ringing school bell indicates playtime is starting; visuals invite to play with strangers, after dark and with food. The EOS 350D encourages you to have fun in these situations - like a child would. Media choice Photography is a visual and emotional topic; to bring it alive and reach a mass audience TV was chosen as main medium for reach and awareness. TV was aired around target group affine programming across 16 countries. Print was supporting medium to build depth and provide more information and inspiration. Titles were chosen by affinity and editorial context (photography, arts, news).

Results

Business & Marketing Objectives 2005 1. Double sales in all key markets (+100% vs. 2004)
Total volume sales development Canon digital SLR entry-segment

Target

France

Germany

Index = 100 (2004)
Source: Canon/GfK, period Apr Dec 04, Apr Dec 05
The EOS 350D more than doubled Canon's volume sales during the campaign period. Sales grew by 30-60% above target (except Italy due to overall market development, see Canon market share next chart).
2. Defend Canon's market share ratio (volume) versus Nikon
Canon & Nikon volume market share development in entry-segment digital SLR

25 2004

Canon Nikon
Source: GfK, period Apr 05 Dec 05
The EOS 350D not only protected Canons volume market share versus Nikon but actually grew its share by 1031% during campaign period in all key markets - while Nikon lost market share even in its stronghold markets. 3. Identify and attract new users to SLR photography (+25% versus 2004)
% of EOS owner with less than 6 months SLR experience

+ 48% + 73%

Source: Canon Online User Survey, May 04 & July 05, country breakdown not available
The EOS 350D successfully attracted 73% more new users than its predecessor and thus achieved three times its target (+25% vs year ago). One quarter of all EOS 350D buyers were new to SLR photography.
Communication Objectives 2005 4. Make SLR photography with Canon seem easy and appealing
Advertising impressions EOS 350D versus EOS 300D

2004 2005

35 Makes digital photography more appealing to me Suggests Canon products are really easy to use 44
Source: Millward Brown Tracking Study, July 04 & July 05
The Its Playtime campaign raised the appeal of digital SLR photography drastically: key attributes like more appealing and easy to use increased by 25-47% compared to 2004 (no country breakdown available)
Brand statement: Canon products are easy to use

EOS 300D

EOS 350D
30 Italy France UK Germany
Source: Millward Brown Tracking Study, 5 European countries, July 04 & July 05
The campaign had also an impact on Canon's general product perception: 'easy to use' increased by 10-24% in the key markets (except Germany where Canon's product perception was already on high level). 5. Broaden Canon's brand appeal for the mass market

Brand statement: Have a positive opinion about Canon
20 Italy France UK Germany

EOS 300D EOS 350D

The campaign helped Canon to further improve people's opinion about the brand between 6-20% across markets.
Brand statement: Canon is a brand for me
30 Italy France UK Germany EOS 300D

+27% +4%

This was also true on a more personal identification level with the Canon brand.
Was pricing responsible for the success?
EOS 350D & Nikon D50 price development

850 Canon Nikon 800

700 Jul Oct Dec
Source: Canon/IFR hit list of models 2005
No. Canon's average retail price was constantly higher than that of Nikon's D50. In fact, Nikon decreased its pricing in the course of the year by average 19% whereas Canon lowered its price by moderate 8%. Was the media budget responsible for the success?
Canon EOS 300D/350D media spending 2004 versus 2005

2005 100

0 Italy France UK Germany
Source: Mediaedge:CIA, indexed figures, 2004=100
No. Canon's media budgets were stable in 3 key countries (also in France, considering media inflation). Germany's increased spending resulted from cancellations of the 2H04 media budget due to sales success and product supply issues. Considering the planned 2H04 media budget (indicated area) very moderate budget increase was planned.