Canon. Unleashing Print.
Showing print professionals how to unleash the power of print with Canon.
Canon’s commercial print audience is incredibly diverse, ranging from small high street shops to big commercial outfits. With drupa, the largest print event in Europe, just around the corner, we needed a single, striking creative idea that would resonate with them all - encouraging print professionals around the world to choose Canon and discover new print opportunities.
Capturing the attention of all who saw it, #UNLEASHPRINT struck a positive chord with our audience. Its compelling message provided a great platform for us to produce inspiring social content, quirky product demos, thought-provoking headlines, surprising DM and more.
Instead of pushing a particular product, we focused on user-benefits, demonstrating how everyone could #UNLEASHPRINT. From laptops to table tops, we showed our audience endless print possibilities - and encouraged them to get involved too.
On-stand sales at drupa went up 30% compared to previous years. The hero product launch hit its sales target by day three of the 10-day event. And during the event, #UNLEASHPRINT was used three times more than the hashtag of any other competitor.