Today, shop owners are an important market for Canons large–format printing. Display materials in stores make a great impression on the customer experience, and with a large–format printer from Canon it is both an easy and quick solution to create your own high-quality posters. But how do we create awareness and attract the market to jump on this opportunity?
In collaboration with Consid, Canon identified shop owners early on as a target group with great market potential. Many shop owners use printing houses, yet this factor was not what we identified as the biggest competition.
Instead, we turned our focus on an area which consumes a substantial portion of store owners’ time – digital advertising. Many recognize the challenge of fighting for tenths of a second of the end customer’s attention in digital channels. We highlighted a strong advantage of the physical printout – it makes a stronger impression and cannot be scrolled, swiped, or skipped.
Consid developed the campaign concept “Create something un–scrollable” with Canon and launched a campaign run in the trade magazines Market and Dagligvarunytt, in print and digital. Combining an unexpected angle and thought-provoking headlines, resulted in a campaign that attracted attention and created recognition among the target group.
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