Canon has invested close to $12 million in the integrated PIXMA campaign, reflecting the company’s dedication to its brand-building strategy, which also includes re-launches of the SELPHY photo printer brand, and the IXUS, PowerShot and EOS camera brands.
“PIXMA is vital to Canon and our resellers,” said David Goldman, Group Product Marketing Manager, Canon Australia. “The new campaign is a great example of Canon’s commitment to the PIXMA brand. We’re excited about the creative and colourful elements of this campaign as we look to provide a stronger focus on brand connection in the coming year.”
The ad campaign, which launched on TV, print and online last week and in-store from 1 May, focuses on the pride felt when creating something with a PIXMA printer. We experience this through a “band mum” who uses a PIXMA printer to create materials for her son’s garage band. The campaign focuses on the creative possibilities users can unlock with a PIXMA and features the tagline, “Why Print When You Can PIXMA?” along with a new PIXMA sub-brand logo.
Why Print When You Can PIXMA?
Print versions of the ad campaign follow this concept, showing all the creative elements that can result from a PIXMA, including paper mache dolls, photo printouts and CD covers. The tagline, “Why Print When You Can PIXMA?” is spelled out using paper printed on a PIXMA.
TV ad spots commenced on Monday, 28 April in Sydney, Melbourne, Brisbane, Adelaide and Perth, on free-to-air and pay TV channels and are scheduled to run for the remainder of the year. The print campaign will be featured in titles such as Q Weekend, West Weekend Magazine, Good Weekend and Weekend Australia Magazine, as well as Woman’s Day and New Idea.
The campaign also directs consumers to the PIXMA microsite, at www.canon.com.au/
“As the most-preferred brand in the print category, Canon will help create an even stronger bond between brand and consumer with the PIXMA campaign,” said Goldman.
In-store PIXMA campaign and competition
To support the advertising initiative, Canon’s in-store agency, The Marketing Store, has produced point-of-sale (POS) collateral for retailers throughout Australia, which includes posters, wobblers, shelf strips, printer sleeves and claims forms. A standee will link the ad campaign to in-store activity through the use of the teenager from the ad.
Among the items promoted in-store will be a nationwide competition from 1 May until 31 July, which includes a grand prize World Tour worth $25,000. This includes travel credit that can be used for flights, trips, tours, accommodation and concerts.
There is also a Gift with Purchase for the entire PIXMA printer range, comprising one of three creative packs worth $35, $70 or $75, depending on the PIXMA purchased. These packs include different papers, DVDs and T-shirt transfers – all creative elements that tie back to the ad campaign.
To redeem the gift and enter for the grand prize, consumers will be required to send in a claim form, their product barcode and a copy of their receipt. The gift will be mailed out and automatically enter consumers into the grand prize competition, which will be drawn on 4 September.
“The in-store element supports Canon’s brand initiative and will help add value to the print category overall,” said Goldman. “Consumers are willing to commit to a brand if they feel an emotional connection, which starts with a well-executed and integrated campaign.”
For more PIXMA inkjet printer information go to http://www.canon.com.au/
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About Canon
Canon Australia is a leading provider of advanced, simple-to-use imaging solutions for businesses and consumers. Canon’s Australian R&D company, CISRA, develops customised solutions for local customers, and exports digital imaging technologies for use in Canon products worldwide. Canon has ranked among the top-three US patent recipients for the past 16 years, and had global revenues of around $US39 billion in 2007. Canon Australia also operates Canon Finance Australia, which offers one-stop shopping for customers wanting leasing or finance services. For more information, visit http://www.canon.com.au.
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Hill & Knowlton Media Bureau
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Media Product Reviews:
Jenny Crowcroft - Hill & Knowlton
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E jcrowcroft@hillandknowlton.com
