Innovative campaign takes a humorous approach to the real-world challenges of home office professionals
SYDNEY, 12th May 2011: Canon Australia launches its latest PIXMA printers today with an integrated campaign that aims to further strengthen its market position in the competitive inkjet printer category. The TV, print, outdoor, in-store and online initiative kicks-off with a fresh, tongue-in-cheek TV commercial that airs nationally on Channel 7, Channel 9, FOXTEL and Playroom.
With the number of home office professionals growing in Australia, the 2011 campaign showcases how printing at home with PIXMA can lead to ‘working smarter, not harder’, bringing consumers one step closer to achieving the ‘dream lifestyle’ they are pursuing.
“Like all of Canon Australia’s campaigns, the latest from PIXMA is insight-driven and focuses on how Canon products can create an easier life for consumers. We’ve stripped away the technical jargon with the simple message – PIXMA is the perfect partner for your business endeavours, it will save you time and money and help you achieve the best results,” said Beryl Thomas, Product Manager for PIXMA Canon Australia.
Canon’s engagement, understanding and response to consumer market demands has led to its achieving market share growth ahead of the inkjet multi function devices market in 2010, finishing the year with 34% by value*1. According to Thomas, it is Canon’s consumer-centric approach to the development of its marketing campaigns that has enabled the brand to differentiate itself in a highly competitive industry.
“Research clearly shows that home office professionals are frustrated by the poor print quality and inefficiency of low-end products and they’re happy to invest in superior quality products that will produce professional results and are simple to use*2,” continued Thomas. “The new campaign identifies the real benefits of having effective technology.”
In further recognition that consumers want lifestyle solutions over product specifications, Canon has geared the new PIXMA website towards meeting consumers’ needs. Content is tailored depending how the visitor identifies themselves and offers relevant ‘how to’ video tutorials, business and marketing templates and recommended products.
Over the past four years, Canon has invested heavily in through-the-line campaigns aimed at increasing consumers’ consideration and preference for the PIXMA brand. In 2009*3, the ‘Clive Age 5’ campaign put PIXMA on the map with the launch of the successful ‘Why Print When You Can PIXMA’ campaign messaging. The tagline led to category domination and contributed to a huge growth in brand awareness from just 17% in 2008, to 53% in 2010*4.
The latest campaign introduces the quirky character Cliff Logan, the ultimate home office professional hero. Cliff made his debut in the streets this week when five PIXMA printers transformed Martin Place in Sydney into an outdoor home office mosaic.
Canon Innovative Marketing Brand
Canon’s marketing successes aren’t limited to the PIXMA inkjet category. In 2010, the EOS digital SLR cameras brand was awarded winner of the Cannes Lions Media Grand Prix for the Canon EOS Photochains campaign resulting in a rise of 2 share points in 2010 to finish the year with 56% value share*5.
The integrated campaign was created by Leo Burnett Sydney, Hill & Knowlton, Mediacom, TMS Sydney, and Uber. Canon’s pretesting of the advertisement has shown very high motivation scores with target audiences, sitting in the top 25% of global norms*6 and achieving a brand recognition of 69%*7.
*1 GfK Retail and Technology Australia, Multifunction Inkjet Printers Retail Sales Value Jan – Dec 2010 (excludes internet and online channels)
*2 Custom Research Agency TNS /Canon Segmentation Research 2010
*3 33.9% GfK Retail and Technology Australia, Total Inkjet Printing Devices (Multi Function and Single Function, Retail Sales Volume, Jan to Dec 09 (excludes internet and online channels)
*4 Custom Research Agency TNS /Canon Advertising and Brand Tracking Research – 2008 to 2010
*5 GfK Retail and Technology Australia, Digital Still Cameras – With Changeable lens, Retail Sales Value Jan – Dec 2010 vs. Jan – Dec 2009 (excludes internet and online channels).
*6 AdEvalTM Global TVC Norms for Existing Brands from Custom Research Agency TNS
*7 Customer Research Agency TNS AdEvalTM PreTest – April 2011 (200 target segment consumers)