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Canon Canada‘s new brand campaign is an ambitious bid to expand its image beyond digital cameras.
The new “Because It Counts” campaign launched with television and print ads showing a variety of Canon’s product lines including its medical imaging technology, office equipment and cameras. The creative strategy is to bind these products to several key moments of personal and professional importance with a sentiment expressed at the end of the TV ad: “For all those times that count, count on Canon.” The national campaign is the first work from JWT, which took over creative duties from Dentsu Canada last summer.
The work is Canon Canada’s first brand campaign since 2008. After conducting studies in 2009, Canon found it was well known among its consumer and business customer base (97% of respondents could identify Canon as a camera-maker without aid), but not across all product lines.
“Lots of people associate Canon with digital cameras and camcorders,” said Wayne Doyle, Canon Canada’s senior manager of corporate communications. “But we have huge competencies in multi-function office devices—what used to be called photocopiers—and media imaging technology. That’s what we’re hoping to illustrate with the new campaign.”
Canon has separate marketing teams for each of these business units that will continue to develop market-specific, product-oriented marketing. As their product-specific ads launch, the brand campaign will scale back. Some business-to-business divisions, however, have already signed on to use the “Because It Counts” tag line in their work.
Doyle is set to meet this week with JWT to discuss future digital implementations such as standard and rich media banners.
JWT took over the account last year after a creative agency review saw “eight or nine” agencies in competition. The agency has since completed two consumer-facing marketing programs.
“We were looking for somebody with the competencies to help us build a great Canadian brand,” Doyle said. “JWT has that in spades having worked with Tim Hortons and Sick Kids Hospital. We saw them as a great opportunity to build a key emotional connection with our constituents.”
