Maxify campaign

Canon
Maxify campaign

Canon
Maxify campaign

How do you make business owners see a printer as their next Star Employee?

Canon’s Consumer Imaging Group wanted to increase sales of its printers and scanners into small businesses through distribution and second-tier resellers. But there was a snag: Canon faced heavy competition and didn’t have a clear message to cut through and help its busy sales teams.

We needed to educate and inform the channel and end-users on what Canon could offer. Our insight was that for small businesses, choosing a printer is a bit like hiring a new team member.

So we gave each printer in the range a name, and brought its features and benefits to life as though they were the skills and attributes of a star employee.

We developed an interactive toolkit that included press ads, pull-up banners and a sales presentation.

360%

ROI

98%

sales target reached within 4 months