Canon Australia launches biggest-ever integrated marketing campaign 'No One Sees It Like You'

Screen shot 2013-04-15 at 10.44.52 AM.jpgCanon has launched its biggest-ever marketing campaign ­­­- No One Sees It Like You - aimed at inspiring and enabling Australians to do more with what they see using Canon's unique suite of end-to-end products, services and capabilities.

Representing $13 million in media value alone, the fully integrated campaign will roll out across TV, cinema, print, online, and outdoor advertising as well as in-store merchandising, and supports an all-new website hub to bring the Canon experience to life.

Screen shot 2013-04-15 at 10.45.31 AM.jpgConceived and developed in Australia, the new campaign harnesses Canon's unique ability in the imaging market to span the full imaging experience and redefines the way the brand engages with consumers based complete understanding of their needs and frustrations in the imaging category.
Says Jason McLean, director - consumer imaging, Canon Australia: "Our consumer-centred marketing and sales activities of the last five years in Australia have given us deep insight into the consumer and allowed us to develop campaigns and experiences that have not only grown business for us and our partners, but have contributed to growth in our category.

"This next phase addresses consumers' primary frustration with the category: how to do more with their images. 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, so 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."
Rolling out in phases from 14 April, No One Sees It Like You showcases the benefit to our lives of doing more with our images and inspires consumers to achieve amazing results by partnering with Canon. Backing the campaign is Canon's range of imageSpectrum services including 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.
imageSpectrum also helps you find the right Canon product to suit your needs, from cameras and printers to lenses and other creative accessories.
Says McLean: "With our platform in place, we'll be releasing additional content and functionality later in the year and look forward to seeing people do more with their images as they overcome their current frustrations in the imaging category. We're confident that there's significant growth to come from helping consumers take the next step in their imaging journey."
Agencies involved in the new Canon campaign are: Leo Burnett, Mediacom, How To Impact, POSSIBLE, Ogilvy PR and Uber.
Canon Australia's recent campaign achievements include the ground-breaking World of EOS creative imaging experience site - winner of multiple awards including 7 Cannes Lions and claiming the coveted Grand Prix for Media in 2010; and the successful Why Print When You Can PIXMA campaign for the company's inkjet printer brand. Both campaigns achieved significant share growth in their respective categories.


Shame said:

When you compare this to photochains or rodeo... biggest isn't always best.

ian said:

Indeed, probably the most lack lustre offering from canon for a long, long time. Maybe bringing up past successes in a press release wasn't a good idea- simply reminds us of what could have been- feels old and dated.

Megs said:

Lovely commercial. Love the soccer one!

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