Canon: PIXMA endless creative possibilities
Entry Number: 238
Agency: Leo Burnett Sydney
Advertiser: Canon Australia
Author: Luke Atkinson
Total Campaign Expenditure:$10 – 20 million
Strategic communications challenge
Coming into 2007 Canon was in a precarious position. Canon owned the single-function inkjet printer category, with 52% share (2006). Single-function was a dying category; Canon had lost -13% in value in 1 year.1. Multi-function printers were the new thing, and Canon had little equity in this innovation.
This was a significant issue, as the inkjet printer business uses a seeding model; sell as many printers...