CLIENT
Canon Middle East
Bengu Topcu, Regional Marketing Director
Sinem Gurvardar, Regional Marketing Lead
Anup Kodakkal, Regional Marketing Manager
Mehak Uppal, Regional Marketing Specialist
AGENCY
Memac Ogilvy & Mather Dubai *Lead Agency
Hadi Ballout, Managing partner
Jean-Pierre De Villiers, Creative Director
Kevin Kurian, Business Director
Bhaskar Bateja, Head of Strategy
Alaa Nour, Account Director
Wael Al Yousuf, Head of Strategy
Leomerish Leyco, Creative Art Director
Amna Ashraf, Senior Account Executive
Rajaa Chami, Agency Producer
Salah Benbrahim, Creative Copywriter
Manal Shoukair, Finalizer
Havas Middle East
Xeniya Tkachenko, Associate Media Director
Michele Nehmeh, Senior Media Executive
Truffle Films
Cynthia Chammas, Executive Producer
Lubos Vacke, Director
Anna Smoronova, DOP
Rawan Bazerji, Production Designer
Solange Elias, Casting Director
Nadine Checrallah, Producer
Missy Tohme, Wardrobe stylist
Mary Bou Akl, Post Producer
Marek Kralovsky, Editor
Xavi Santolaya, Colorist
Adrian Cermak, Music Composition
Samuel Jukovic, Sound design
SUMMARY
Canon is synonymous with cameras and only 35% people associate it with printers. When Canon wanted to grow in the printer category, effectiveness meant expanding brand associations, especially when people don’t want to be too involved in a printer purchase.
This case is about how Canon this challenge & fought the legacy brands.
Canon disrupted typical category codes of feature-first communications and elevated printing from a mindless task to an act of self-appreciation.
This emotion-first approach established a distinctive space for Canon, resulting in a significant share & revenue growth.
