Canon invests in digital platforms to drive $13m consumer campaign

Imaging company unveils its largest consumer marketing campaign to date underpinned by its new imageSpectrum web portal

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.

More on digital marketing:

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in