In the post-pandemic world, the role of the home has changed for many people as both a place to live and work with hybrid working and family life having merged. In response, multinational technology company Canon aims to build the prominence of its brand and range of printers by positioning the roles they can play in modern life.
According to the company’s second-quarter financial results, there has been dips internationally in the demand for printers and inkjet sales following a “high level of sales” in 2022, however, it expects to recover in the second half of this year.
Canon has been considering the future of the printer category since lockdowns were in place, recognizing it as a utility purchase within a commoditized market across EMEA. To promote its range of PIXMA printers, a pan-European consumer campaign has been released that aims to celebrate the chaos of living in a home environment that is both personal and professional.
For The Stuff of Life
Driving new sales is a challenge Canon currently faces, following a period where many people have bought printers in recent years and will still be content with their purchases.
“Part of the strategy for this campaign is to remind people of the things they love to print. And for us, we still believe as much as you’ve got your boarding pass on your phone, if your trip matters to you, you will still print your boarding pass,” explained Susie Donaldson, European marketing director for Canon, to Adweek.
“For The Stuff of Life” campaign has been devised to offer something different to the category and the brand’s major competitors, such as HP and Epson, by bringing a humorous tone to its marketing while also talking about what the product does.
The campaign also aims to convey quality and reliability through each spot’s fast-paced editing and rich, colorful images of printed items from family photos to paper DIY building plans. They also feature a voice-over outlining different issues that printing at home can help people to overcome.
“We wanted to connect more with how people are really using our products in their homes, some of them working, some of them not,” she continued.
