Within the post-pandemic world, the position of the house has modified for many individuals as each a spot to stay and work with hybrid working and household life having merged. In response, multinational expertise firm Canon goals to construct the prominence of its model and vary of printers by positioning the roles they’ll play in trendy life.
In accordance with the corporate’s second-quarter monetary outcomes, there was dips internationally within the demand for printers and inkjet gross sales following a “excessive stage of gross sales” in 2022, nonetheless, it expects to get well within the second half of this yr.
Canon has been contemplating the way forward for the printer class since lockdowns had been in place, recognizing it as a utility buy inside a commoditized market throughout EMEA. To advertise its vary of PIXMA printers, a pan-European client marketing campaign has been launched that goals to have fun the chaos of residing in a house surroundings that’s each private {and professional}.
For The Stuff of Life
Driving new gross sales is a problem Canon at the moment faces, following a interval the place many individuals have purchased printers in recent times and can nonetheless be content material with their purchases.
“A part of the technique for this marketing campaign is to remind individuals of the issues they like to print. And for us, we nonetheless imagine as a lot as you’ve acquired your boarding move in your telephone, in case your journey issues to you, you’ll nonetheless print your boarding move,” defined Susie Donaldson, European advertising and marketing director for Canon, to Adweek.
“For The Stuff of Life” marketing campaign has been devised to supply one thing totally different to the class and the model’s main opponents, reminiscent of HP and Epson, by bringing a humorous tone to its advertising and marketing whereas additionally speaking about what the product does.
The marketing campaign additionally goals to convey high quality and reliability by every spot’s fast-paced enhancing and wealthy, colourful photographs of printed objects from household photographs to paper DIY constructing plans. In addition they function a voice-over outlining totally different points that printing at residence will help individuals to beat.
“We needed to attach extra with how individuals are actually utilizing our merchandise of their properties, a few of them working, a few of them not,” she continued.
