- This topic has 0 replies, 1 voice, and was last updated 9 years, 9 months ago by
.
-
Posts
-
WHO IS ….CLIFF LOGAN ,CANON’s NEW INKJET GURU DOWN UNDER
SYDNEY, NSW: Canon Australia is turning its above-the-line promotional efforts towards its quiet achiever, the Pixma brand of inkjet printers. The new campaign, which will run across TV, print, outdoor, point-of-sale and online, focuses on the small and home office (SoHo) market — a category Canon claims is growing steadily in Australia.Click here to watch the new Canon TV AD
http://www.youtube.com/user/CanonAustralia#p/u/0/Kco_G9JtBGQThe star of the campaign is Cliff Logan, a home office entrepreneur with big dreams to take his cottage industry to the world and a penchant for Segways. Pixma product manager Beryl Thomas hopes Cliff can be a hero to small business owners, who want things to work well and not be too complicated.
“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,” Thomas said. “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.”
Canon Australia is a big believer in broad consumer advertising, with strong marketing messages across its three major categories: print, digital imaging and camcorders. Results suggest this strategy works, with Canon securing 34 per cent of total retail sales value in multifunction inkjet printers in calendar 2010, according to GfK.
Thomas and the creative team behind this campaign constructed the narrative based on research conducted into the market.
“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,” she said.
“The new campaign identifies the real benefits of having effective technology.”
The campaign will air nationally on Channel 7, Channel Nine and on Foxtel channels.
- You must be logged in to reply to this topic.