With the launch of its new range of Pixma printers during the first quarter of 2013, Canon was looking to build on its traditional marketing activities with a mobile advertising campaign.
The company wanted to reach out to a lifestyle audience by focusing on a design which incorporated quality, style and trendiness. Canon contracted Adsmobi to help them achieve this goal.
Adsmobi is a world class transparent mobile demand side platform. It focuses on designing cutting edge solutions that through transparency and optimisation deliver the best campaigns to its customers, with results that can be tangibly tracked.
The goal of Canon was to differentiate its new printer series from its competitors through the use of an interactive mobile advertising campaign.
Using real time engagement, the aim was to portray the unique aspects of mobile advertising to a varied audience, and maximise the interaction from the ads, thereby creating a sense of customer engagement and enjoyment. The campaign bought Canon’s Pixma tagline to its targeted consumer audiences in a straightforward yet creative way.
The campaign was divided into three taglines targeting different lifestyle groups.
• Be Imaginative: this tagline was aimed at the mass female audience who are more interested in creative works or art-and-craft orientated projects
• Be Playful: this tagline came in three colours – white, black and red – and offered a creative flare. The aim of this more stylish approach was to reach out to a younger audience who are trendier and image conscious
• Be Efficient: this tagline focused more on efficient, cost effective printing to attract a majority of males or home users
Canon wanted its Q1 2013 campaign to be engaging and different from past efforts. With this in mind Adsmobi proposed using Rich Media adverts in the form of videos and colourful motion graphics.
It was decided to run each campaign for three weeks, coinciding with a competition to be featured on a microsite and the use of a competition allowed for better tracking of engagement, as well as driving interest and participation. Once agreed, the ad campaign was set to a budget of $25,000 and was then rolled out to its key target audiences.
Each of Canon’s three creatives ran for a total 22 million impressions across the five countries producing an average CTR of 0.9% (0.2 higher than the industry average) with the ‘Be Efficient’ tagline garnering an impressive CTR of 1.79%.
Ramy Yared, MD at Adsmobi commented: “the increased performance of the ‘Be Efficient’ campaign highlights how the use of rich media and language can work in conjunction to provide really impressive results, and seriously raise a brand’s awareness amongst its target audience.
“In increasingly crowded market places brands need to come up with new effective ideas to engage their audiences. The results achieved by Canon’s three month mobile advertising campaign shows how the relatively new invention of rich media, coupled with the more traditional idea of targeted language have combined to engage its target audience and produce a set of very strong results for the brand overall,” finished Yared.
The goal of the campaign was achieved, working with Adsmobi, Canon directly targeted a lifestyle centric audience and achieved click through rates (CTRs) as high as 1.79% across Singapore, Malaysia, Indonesia, Thailand and Vietnam – more than a per cent higher than the industry average.
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