Within the post-pandemic world, the function 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 know-how firm Canon goals to construct the prominence of its model and vary of printers by positioning the roles they will play in fashionable 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 recuperate within the second half of this 12 months.
Canon has been contemplating the way forward for the printer class since lockdowns have 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 shopper marketing campaign has been launched that goals to have fun the chaos of residing in a house setting 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 lately 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 received your boarding go in your cellphone, in case your journey issues to you, you’ll nonetheless print your boarding go,” 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 rivals, akin to 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 way of every spot’s fast-paced modifying and wealthy, colourful pictures of printed objects from household photographs to paper DIY constructing plans. Additionally they function a voice-over outlining totally different points that printing at house will help individuals to beat.
“We needed to attach extra with how persons are actually utilizing our merchandise of their houses, a few of them working, a few of them not,” she continued.
