Showing print professionals how to unleash the power of print with Canon.
Canon’s commercial print audience is incredibly diverse, ranging from small high street shops to big commercial outfits. With drupa, the largest print event in Europe, just around the corner, we needed a single, striking creative idea that would resonate with them all - encouraging print professionals around the world to choose Canon and discover new print opportunities.
A wide-ranging audience. One unifying idea.
Capturing the attention of all who saw it, #UNLEASHPRINT struck a positive chord with our audience. Its compelling message provided a great platform for us to produce inspiring social content, quirky product demos, thought-provoking headlines, surprising DM and more.
Less product. More possibilities.
Instead of pushing a particular product, we focused on user-benefits, demonstrating how everyone could #UNLEASHPRINT. From laptops to table tops, we showed our audience endless print possibilities - and encouraged them to get involved too.
Consideration and profitability. Up and up.
On-stand sales at drupa went up 30% compared to previous years. The hero product launch hit its sales target by day three of the 10-day event. And during the event, #UNLEASHPRINT was used three times more than the hashtag of any other competitor.
We set out to give visitors fresh ideas about how they could expand their capabilities and to inspire them to unleash print in their own individual ways. We've surpassed that objective on every level.Jeppe FrandsenExecutive Vice President of Industrial & Production Solutions Canon Europe