In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Canon has embarked on a phased upgrade of its underlying digital platforms to support its largest-ever consumer marketing campaign aimed at changing the way customers engage with the brand.
The imaging company’s new $13m campaign, ‘No one sees it like you’, was unveiled earlier this week and is the company’s largest in Australia in terms of media value. The fully integrated campaign aims to promote the company’s full range of products, services and capabilities by tackling a consumer’s imaging needs and frustrations.
It encompasses TV, cinema, print, online and outdoor advertising, in-store merchandising and a website hub.
The phased rollout commenced from 14 April and is backed by the vendor’s new imageSpectrum portal, which features Canon Academy courses and online tutorials; creative output options such as home printing templates and photoPICO High Definition canvas prints, photobooks and photoboards; and imaging challenges such as Photo5, Photochains and 1Wall.
Canon Australia director of consumer imaging, Jason McLean, told CMO the imageSpectrum portal triggered a phased upgrade of the company’s underlying digital platforms.
“We have already implemented a content delivery network to provide a better user experience at launch, and by May will have an upgraded content management system and move to virtual servers to cater for future growth,” he said.
“We have also made great use of our integrated digital marketing capabilities, employing industry best-practice to measure and report the impact of each channel and respond to changes quickly. This allows us to serve personalised and relevant content quickly to consumers based on their needs and interests, and add value to their imaging experience.”
According to McLean, Canon’s new campaign redefines the way the brand engages with consumers because it recognises their needs and frustrations in the imaging category.
“This next phase addresses consumers’ primary frustration with the category: they want to do more with their imaging but don’t know how or where to get started,” he continued.
“Imaging is so important in our lives and people want to do more with their images, but they don’t know how or where to start. We have made it our business to simplify the process to help them learn, create, grow and connect with a community of image makers in one place.
“Our new web hub brings the complete imaging experience to life. imageSpectrum integrates the services and tools that help people take their imaging further.
McLean flagged plans to release additional content and functionality later in the year as consumers become more familiar with the web portal and Canon imaging tools.
“We’re confident there’s significant growth to come from helping consumers take the next step in their imaging journey,” he added. “By showing and helping consumers to do more with their images across the full imaging experience, we will create more demand, more transactions and ultimately category growth.”
The agencies involved in the new Canon campaign are Leo Burnett, Mediacom, How To Impact, Possible, Ogilvy PR and Uber.
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