TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
What Can You Do?
"What can you do with a Canon Printer?" All of the traditional things you expect from a color printer plus cool things you didn't think were possible. This creative question and answer re-defined the way consumers perceived color printers for the home and effectively met (and exceeded) Canon's campaign goal
Client: Canon USA, Inc.
Agency: Hajjar and Partners
The campaign was designed to maintain and grow perceptions of Macintosh superiority in multimedia and in home computing in general. The flagship product for the effort was the Macintosh Performa 630, which provided high-end multimedia for everyday people. The challenge involved convincing people interested in multimedia that it was actually successfully and possible, especially on a Performa 630. The campaign successfully kept Apple in the forefront of this burgeoning area of the computer market.
Brand: Apple MacIntosh
Client: Apple Inc.
Agency: BBDO West
The goal of this campaign was to raise awareness of a preference for the new HP DeskJet 540 color printer. TV and Radio spots used entertaining interviews to show how different members of the family use (and even compete for) the printer. Printer and online executions provided more product information to help those in the market "do their homework" and evaluate features. The campaign was very successful, raising awareness levels, and causing market share "spikes" in the consumer channel.
Brand: HP DeskJet 540 Printer
Agency: Saatchi & Saatchi San Francisco