Canon – The power of radical honesty.
In a world teeming with advertisements and promotions, cutting out the noise and filtering customers towards your brand can seem nearly impossible.
Canon Australia faced the challenge of breaking into the software and services market and standing out against well-established competitors. However, they didn’t have the budget for a nationwide TV branding campaign. Our solution was a radical approach that defied traditional marketing methods:
We embraced the market’s perception of Canon and used “radical honesty” to tackle it head-on. Our innovative print campaign focused on being bold, different, disruptive, and brave, while building trust and using the power of surprise. We created eye-catching ads that were open-ended, intriguing, and utilised the “shock and awe” effect to Canon’s advantage.
The results were impressive. The campaign got people talking about Canon in new ways and helped shift the brand’s perception from just copiers and cameras to a company that offers software and services. This led to new sales conversions and strong growth.
This project was completed by Ballantyne Taylor, the B2B marketing agency founded by Steve Ballantyne and Greg Taylor.
