Meet the Team
Canon’s Consumer Imaging Group wanted to increase sales of its printers and scanners into small businesses through distribution
and second-tier resellers.
But there was a snag: Canon faced heavy competition and didn’t have
a clear message to cut through and help its busy sales teams. We needed to educate and inform the channel and end-users on what Canon
Our insight was that for small businesses, choosing a printer
is a bit like hiring a new team member. Plus, people tend to give names to useful everyday objects. This led to our ‘Star employee’
theme and the creation of unique personalities for each printer.
We then developed an interactive toolkit that included press ads,
pull-up banners and a sales presentation.