Canon Australia has launched its biggest ever consumer campaign called 'No One Sees It Like You' and has primed it with $13 million's worth of media spend. It wants to show people how to do more with their pictures and is building an online community to help.
Centred around a new website designed to spruik Canon's suite of imaging products, 'No One Sees It Like You' also runs across TV, cinema, print, online, out-of-home and point-of-sale.
Kicking off the campaign yesterday, Canon Australia director for consumer imaging, Jason McLean, said Canon's last five years of consumer-centred marketing had delivered "deep insight" into customers that the firm had turned into campaigns that had in turn, delivered growth for Canon and its partners.
“This next phase addresses consumers' primary frustration with the category: how to do more with their images. Imaging is so important in our lives and people want to do more with their images but they don't know how or where to start, so we have made it our business to simplify the process to help them learn, create, grow and connect with a community of image makers in one place.”
The campaign was developed by Leo Burnett Sydney while media buying has handled by MediaCom.
McLean added with the platform in place, Canon will add additional content to it later in the year. “We're confident that there's significant growth to come from helping consumers take the next step in their imaging journey,” he said.
Canon's consumer marketing boss Darren Ryan is due to leave the company on 26 April after seven years with the brand. He resigned in February and Canon is yet to announce a replacement.
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