Building on the highly successful “Why Print When You Can PIXMA” campaign, Canon Australia has announced details of the PIXMA brand campaign’s latest iteration. The new campaign elements build upon the strategy that has seen the PIXMA brand take the No.1 position in the Australian inkjet market. Continuing to encourage Australians to unleash their inner artist, the campaign includes point of sale displays and a promotion, broadcast, print and online advertising along with PR and experiential campaigns that bring output to life for consumers. The campaign represents an $8 million investment.
“The last year has proven to be hugely successful for Canon Australia. Canon PIXMA achieved our long held goal of market leadership, capturing the No.1 value and volume share position for 2009,” said David Goldman, assistant general manager of Marketing, Canon Australia.
The 2010 above the line campaign introduces a new character, Clive, to Australian consumers. “Clive Age 5” is an evolution of the 2008 campaign that featured the very popular “band mum” who uses a PIXMA printer to create materials for her son’s garage band. The television commercials (TVCs) focused on the creative possibilities users can unlock with a PIXMA inkjet printer. The new campaign will continue to invite users to experience the endless possibilities offered by a PIXMA inkjet printer with emphasis on how easy and simple it is to PIXMA.
The first in a series of quirky “Clive Age 5” TVCs aired nationwide on 28 March over Channel Seven, Channel 9 and SBS. “Central to Clive Age 5 is the simple message, Why Print When You Can PIXMA which we originally introduced in 2008,” said Goldman.
“The tag line brought to life the PIXMA brand like never before and we believe it will continue to resonate with consumers encouraging them to realise the full potential of Canon PIXMA.”
The “Clive Age 5” series of TVCs, produced with creative agency, Leo Burnett Australia, will be accompanied by outdoor advertising and experiential executions as well as print and online advertising throughout the year. In addition, the PIXMA microsite, www.canon.com.au/PIXMA will be updated with a new look featuring online tutorials where users can select from a range of videos to view and learn.
