Proving perception really is everything

We shook up a crowded industry overflowing with dry B2B communications thanks to some good old-fashioned no-nonsense conversation.

Although Canon is already enormously popular in the consumer market, far fewer business customers were aware of their print management offerings. Canon hadn't been actively advertising in the business space for some time, and found themselves being overlooked in favour of companies who had higher profiles. When they came to us, it was time for a comeback.

We needed to do two things. Change perceptions, and make a splash. BallantyneTaylor developed a bright, big, bold headline campaign. By owning the colour red, the campaign leveraged existing brand recognition. And in the neutral corporate environment of copier news Canon's simple typographical ads popped. The campaign used "disruptive" headlines with disarming honesty and a down to earth manner to connect with today's savvy businessman. The ads spoke to common industry "pain points" and offered comprehensive solutions, firmly positioning Canon as the knowledgeable industry leader they are.

The end result? The campaign is still going strong, and judging by the impact it has already made, it could be turning heads (and selling copiers) for a long time yet.