*This project was done during a partnership with Brandcenter and 360i.*
CLIENT BRIEF: In a digital world where printing is obsolete, how do we help Canon sell more printers?
TEAMMATES: Lily Fu, Lexi Khafkis, Devin Altman, Chane Rennie, and Khuyen Le.
PRODUCT INFORMATION: Canon MAXIFY is a printer with industrial quality, but small in size.
TARGET AUDIENCE: "The Midly Rugged Individualist": Gen X small business owners/entrepreneurs who like to be in control of all aspects of their business.
STRATEGY: Leverage Canon's reputation as an imaging company to help businesses improve their brand through tools, support and education.
POSITIONING: Canon MAXIFY makes your vision come to life.
SOCIAL MEDIA: #IdFireMyself
SOCIAL MEDIA: Feel Good Photos from business influencers
CREATIVE IDEA: Your Chaos, composed. From an outside perspective, being a small business owner seems fun and easy. The reality is that the life of a small business owner is a life of chaos. Regardless of the chaos involved in the process, the end result and the image presented to clients is all that matters.
SUMMARY OF TACTICS: Logo design event, Outdoor window displays, social posts on Twitter and Facebook #IdFireMyself moments, print ads in trade magazines, microsite called Maxify Portal (a place for people to get brand image resources).
TACTICAL HIGHLIGHT: SEE VIDEO BELOW