Effies
Australia
PIXMA Endless Creative Possibilities
Agency
Leo Burnett Sydney
Client
Canon
Awards
Bronze
Long Term Effects
Case Study
Summary
Coming into 2007, Canon had lost grip of the inkjet printer category, losing -13% in value. HP had trumped Canon with new multi-function printers.
Canon responded with a long-term campaign, using creativity to outperform the category’s functional clutter. The new PIXMA brand was successfully differentiated as a creative tool for Mum’s and Home Office Professionals that encouraged both audiences to print more.
PIXMA grew at the phenomenal rate of 22% in value across 4 years, over 3 times the growth of the category. Printer sales grew 42% (volume), 3.5 times the category. Ink sales grew 39% (value).
Case study
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Credits
| Author | Luke Atkinson | ||||||||
| Chief Creative Officer | Andy DiLallo | ||||||||
| Copywriter | Stephen Coll / Rupert Taylor / Mark Schoeller | ||||||||
| Art Director | Kieran Antill /Tim Green / A. Chris Moreira | ||||||||
| Group Account Director | Amanda Quested / Peter Bosilkovski | ||||||||
| Account Director | Kirsty Richards / Anna Wilson | ||||||||
| Senior Account Manager | Sam McGown | ||||||||
| Marketing Director | Darren Ryan / KC Lu | Canon Australia |
Category Sponsors
Long Term Effects
