Revealing the next star employee for businesses
Canon
Campaigns Global
Canon’s Consumer Imaging Group wanted to increase sales of printers and scanners to small businesses but faced heavy competition and lacked a clearly-articulated message.
We defined a playful, differentiating proposition and created a high impact video-based DM aimed at key channel partners, devised ‘The 11 O’Clock Club’ for Canon to own a time of day for sales team talks and empowered Canon’s Sales teams with digital resources that fuelled their marketing.
Impact
3x increase in website page views
87.27% increase in average time on site
UK/FR UK campaign adopted by France for a key mailer
Insight
For a small business, being able to print proposals, presentations and leaflets without stress and on time can make their printers just as important as their employees.
Idea
We filmed four small businesses owners talking about the qualities of their star employee, and the value they add to their business, before revealing that each star employee is, in fact, a Canon printer.
Innovation
All of the competition was talking about speeds and feeds, so we gave printers names and personalities – giving Canon that all-important standout.
“The campaign enabled us to gain traction with our resellers and disrupt a crowded vendor space. It is fun, innovative and has longevity... It has also put personality into what are effectively boxes and the response internally and externally has been fantastic.”
