Canon launches ‘Inspires to Achieve More’ outdoor campaign via Leo Burnett, Sydney
Canon Australia, via Leo Burnett Sydney, has launched a $2 million masterbrand campaign, designed specifically for the Australian market. This is part of an annual $34 million marketing spend that Canon invests across all its brands in this market.
Kicking off with a nationwide billboard initiative across 70 sites, the campaign supports Canon’s presence and growth across its business and consumer divisions. Billboard sites will include landmark locations such as on William St in Sydney’s CBD, and the Junction Roof at St Kilda in Melbourne.
Leo’s interpreted the concept of inspiration by creating stark, white billboards, which contrasts with Canon’s traditional industry positioning.
“Canon is continuing its transformation as a brand that speaks to the Australian market. So much of our brand is defined by the experience our customers gain from using our products and the new campaign resonates around the theme of ‘inspires to achieve more’. It’s designed to embrace both our consumer product and business products and solutions customers,” said Kenji Kobayashi, managing director, Canon Australia.
“The renewed investment in the Canon Masterbrand provides a reinvigorated Canon presence and an overarching architecture for all our marketing activities. It consolidates the dominant presence of some of our well loved sub-brands such as EOS, PIXMA and IXUS,” said Kobayashi.
“We have much heart in our brand and part of the ethos of this is to bring the theme of creativity and inspired achievement to life. The effectiveness of a Masterbrand must extend across to all our customers, equally so for our business customers. We want the brand to deliver a promise that speaks about the creativity in managing print on a commercial scale, and ultimately delivering recognition of the effective print solutions that Canon delivers.
“This is an exciting time for our brand in this market but it is only the beginning of the journey. Next year will see an even greater focus on the revitalisation of the brand in this market, with further investment made across the whole of 2011 in Australia and New Zealand,” said Kobayashi.
16 Comments
So where’s the campaign?
Or are they just sticking that confusing slogan up?
I drove past this sign yesterday getting onto the Westgate Bridge and the fact that I was stuck in gridlock and STILL found it nigh on impossible to read inspired me to achieve nothing but this gripe.
Canon might. The ads don’t.
Is it called a “billboard initiative” when there’s no idea?
I hope they issue an apology for this too.
I can’t help but think this theme was created in japanese and doesn’t actually translate into English very well.
sounds more like an internal corporate mission objective than something that might connect with a product buying public. Advanced Simplicity was so, well, simple.
that billboard needs a bit more inspiration
this is worse than the yellowglen shit.
This is a very good line.
It works best if you sing it aloud three times with your co-workers every morning before sitting down at you desk to commence tasks.
‘Canon inspires to acheive more!’
‘Canon inspires to acheive more!’
‘Canon inspires to acheive more!’
Try it in your office today. It will make your company more glorious.
The line is beautiful although for such a wonderful billboard space the the ad does not inspire. It looks as though the art director had gone on holidays and the writer was stuck with the brief. Nice effort but sorry to say ‘fail’.
One word… Uninspiring.
Sounds like the proposition not the execution.
Canon may well ASPIRE to achieve more, which would at least be English, but…
Crap line.
And I work in Adelaide.
It’s an investment in ‘brand perception’ that communicates and proves to the passer-by consumer, that Canon are the market leaders in innovation and technology!
It’s the brand cycle – Canon has reached.
To all the creative people l that are thinking negative space is is so negative.
“Unclutter your brains!” 😛 (jokes)
Not a professional looking but looks funny tho…