Canon promotes physical printing in a new campaign

How do we encourage store owners to produce their own display material? Our campaign objective for Canon’s large-format printers was centered around a strong product advantage – physical prints can produce greater lasting impressions compared to digital impressions, where you have the option to scroll, swipe or simply skip the ad. The campaign runs in print and digital format on Market and Dagligvarunytt.

The challenge

Today, shop owners are an important market for Canons largeformat printing. Display materials in stores make a great impression on the customer experience, and with a largeformat printer from Canon it is both an easy and quick solution to create your own high-quality posters. But how do we create awareness and attract the market to jump on this opportunity?

The solution

In collaboration with Consid, Canon identified shop owners early on as a target group with great market potential. Many shop owners use printing houses, yet this factor was not what we identified as the biggest competition. 

Instead, we turned our focus on an area which consumes a substantial portion of store owners’ time – digital advertising. Many recognize the challenge of fighting for tenths of a second of the end customer’s attention in digital channels. We highlighted a strong advantage of the physical printout – it makes a stronger impression and cannot be scrolled, swiped, or skipped. 

The result

Consid developed the campaign concept “Create something unscrollable” with Canon and launched a campaign run in the trade magazines Market and Dagligvarunytt, in print and digital. Combining an unexpected angle and thought-provoking headlines, resulted in a campaign that attracted attention and created recognition among the target group.

 

The campaign concept “Create something unscrollable” in digitalt format.

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