Canon New Zealand, with agency partner krunch have used the medium as the message in a very
convincing way for their latest sales promotion.
The entire campaign was printed on the advertised printer, creating a 4×6 metre installation, highlighting the free printing message.
Chief Creative Officer Bridget Taylor says, “Print now, pay later is a ‘do, don’t say’ strategy. Don’t say it’s free to print; show it. We used hundreds of pages to make up this message, which was designed around the visual language of printing – using RGB colour and iconography reflective of Canons’ colour printing calibration tests.
“It was all about highlighting the beautiful benefits of the product and offer, at every single step of the way. And no, none of the paper went to waste, my children now have very unique drawing paper.”
The integrated campaign went live using film, targeted digital, social, EDM and print.
Samantha Barnfield, Manager – Channel Marketing Canon Oceania said, “krunch brought our promotion to life in such a simple, but powerful way. It was approved and into production within a day. They put the product first and used every aspect of it to highlight the offer. It’s so clever and the process has been effortless. Now we get to enjoy the incredible cut-through it’s creating.”
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