Canon Europe
Agency: @MSTERDAM / VirTube
Account World Wide: TBWA / Hakuhodo
Activities: digital marketing strategy – creation & production
Region: Europe (24 countries)
Objective: To convince consumers and businesses across Europe to purchase Canon’s first digital photo and video cameras.
Canon Europe – Introduction of the Digital IXUS
The launch of the first digital IXUS cameras marked a turning point for Canon. But how do you convince consumers of a completely new product — even before they enter the store?
Strategy
Phase 1
We gave consumers virtual access to the camera before they ever held it in their hands. Through an interactive online campaign, they could explore and experience its features in detail. This built trust that the IXUS should be their first digital camera. After purchase, we reinforced that decision: this is the best camera you could buy.
Phase 2
To deepen the introduction, we developed CD-ROMs containing extensive product information and visuals of the new collection. These were distributed to European dealers and trade media, ensuring that the campaign was also strengthened within the sales channels.
Creation & Production
The online campaign was rolled out in 24 European countries. Consumers could activate a virtual camera and experience its features via hotspots. An innovative approach that lowered barriers and sparked curiosity.
The result
The campaign became a major success and gave the Digital IXUS a flying start across Europe. Canon demonstrated that digital innovation was not only in the camera itself, but also in the way you introduce a product.
Canon XL1S (B2C & B2B)
Strategy
The strategy was similar to that of the Digital IXUS series: convincing potential buyers even before purchase by allowing them to explore all features and possibilities online.
Creation & Production
For the European launch of the XL1S video cameras (24 countries), we developed an online campaign featuring a virtual version of the camcorder. Visitors could activate and rotate the camera, and explore its features through interactive hotspots. This allowed them to experience all functionalities in an engaging way — even before stepping into a store.
Canon Can Help (B2B) High Volume Copiers
This website (including CMS and software) was specially developed, designed and hosted for the Business Solutions division of the pan-European B2B market, aiming to create a single meeting point for all 15 countries participating in the CanonCanHelp campaign.
