Canon Business Services salute Aussie mums in new CX + social campaign via Hooligan Collective

Mother's Day still (1).jpgCanon Business Services brought its new brand concept to life this Mother's Day by celebrating all of Australia's hard working Mums. The leading imaging brand and IT Services company shone a light on some of its most special customers - the Mums - and treated them to a special Canon experience.
Says Simon Russell, general manager, marketing, Canon Business Services: "Whether they work in an office or stay at home, all mums are working mums and they work hard. This Mother's Day, we wanted to put the spotlight on working mums and say thank you to all the mums who lead in our lives."

And what better way to do just that than by spoiling them and giving them a memory to keep forever? A variety of working mums were invited into SunStudios for a Mother's Day portrait session with the Canon Collective  photography experience team. The mums were then greeted with surprise messages of love and gratitude from their closest team members, their families.
Their experience was captured in a short film directed by Dylan Harrison through Hooligan Collective and Seargant Major. The film is the first in an ongoing series around the new brand platform for Canon Business of 'No one does it like you'.
To reach all of Australia's mums, the video has been promoted across Canon Australia's social channels, including Facebook, LinkedIn and Twitter.
Says Russell: "We launched our new brand concept in February, which seeks to harness the emotion of our Canon consumer brand and make business personal. For too long, B2B marketing has focused on so called 'business people', who don't exist. We want to showcase the real people in business and help share their experiences - the highs and lows of business.
"The reality for most of our business customers is that the stereotype of the stay at home mum while dad works doesn't apply. Whether juggling careers, sharing family responsibilities, working from home or full-time mothering, the truth is that all mums are working mums. Celebrating them this Mother's Day is just the start of our new marketing approach and gives a glimpse into how we do business."
Canon Business Services, General Manager, Marketing: Simon Russell
Canon Business Services, Marketing Executive: Kristine Ferrer

Creative: Hooligan Collective
Director: Dylan Harrison
Producer: Ash McLeod
DOP: Jason White
Editor: Toby Deneen


Xy said:


Den said:

Can't wait to see what they do for Father's Day.

Employee said:

It may be a beautiful piece but the results are simply not being delivered. Yes we are in B2B and our continued existence is measured financially a pity this campaign didn’t deliver any dollars!

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