HIGH-PERFORMANCE CONTENT FOR HIGH-SPEED CANON PRINTERS
As a rostered content agency for Canon Europe, we’re invited to pitch on all kinds of content production briefs to support launches, from end-to-end camera and printer shoots to B2B case studies and ecommerce copywriting. To target small businesses with high-volume printing needs at a low cost, Canon was adding a new product to its MAXIFY range of MegaTank printers.
the challenge
Canon Europe briefed us to concept, develop and shoot videos and stills that showcased the key features of the new GX5050 printer, including high page yield for low total cost of ownership (TCO), high-speed printing, minimum downtime, enhanced ink refilling system, replacement maintenance cartridge and compact size.
The mix of BTL and ATL deliverables covered a 30s hero video, a 60s ‘how to’ video and 12 lifestyle and ambient stills, featuring the full trio of printers in the MAXIFY range.
THE INSIGHT
Owning a small business means you have to make smart decisions. Efficiency is the name of the game. The less you stress about printing, the more you can get down to business.
The MAXIFY GX5050’s standout benefit was offering savings of up to 85% on TCO for businesses where economies of scale really count. We wanted to bring to life the idea that one small yet smart decision to buy the printer delivers maximum business impact. A fuss-free, single function continuous ink printer that packs a punch.
THE SOLUTION
Our creative approach positioned the new printer in a singular setting at the heart of a busy office, while celebrating the collective qualities that are synonymous with the full MAXIFY range.
The hero video storyboard streamlined the concept to a few shots and angles allowing us to comfortably capture everything in a one-day shoot, including the ‘how to’ explainer. Location, props and styling were all sorted in-house by our producers. We cast two models and prepared sample printouts to show different types of business documents being printed, as well as to demonstrate the spill-resistant ink.
In post-production, our editors created fast-paced, seamless transitions, added kinetic typography and used colour playfully to nod to the high-quality Canon ink and reflect the high-speed benefits of the printer.
For the photography, we made sure we highlighted the main USPs in addition to capturing a campaign key visual.
