Canon launches $8 million ‘Clive Age 5’ integrated advertising campaign via Leo Burnett, Sydney

Canon’s 2010 above the line campaign, via Leo Burnett Sydney, introduces a new character, Clive, to Australian consumers.  “Clive Age 5” is an evolution of the 2008 campaign that featured the very popular “band mum” who uses a PIXMA printer to create materials for her son’s garage band.  The television commercials focused on the creative possibilities users can unlock with a PIXMA inkjet printer.  The new campaign will continue to invite users to experience the endless possibilities offered by a PIXMA inkjet printer with emphasis on how easy and simple it is to PIXMA.

The first in a series of quirky “Clive Age 5” TVCs aired nationwidelast night over Channel Seven, Channel 9 and SBS.  “Central to CliveAge 5 is the simple message, Why Print When You Can PIXMA which weoriginally introduced in 2008,” said Goldman.  “The tag line brought tolife the PIXMA brand like never before and we believe it will continueto resonate with consumers encouraging them to realise the fullpotential of Canon PIXMA.”

The “Clive Age 5” series of TVCs willbe accompanied by outdoor advertising and experiential executions aswell as print and online advertising throughout the year.  In addition,the PIXMA microsite will beupdated with a new look featuring online tutorials where users canselect from a range of videos to view and learn.  The site alsofeatures a page for users to choose the right printer for their usagelevels

To support the campaign, Canon has engaged promotionaland shopper marketing agency, The Marketing Store (TMS) to producepoint-of-sale (POS) for key retailers throughout Australia, whichincludes posters, security gate covers, shelf strips and leaflets.

Duringthe Tax Time period (01 May 2010 to 31 July 2010) there will be agift-with-purchase-promotion for selected models in the PIXMA range,comprising of a Tax Time creative pack valued at $100.  Building on thesuccess of the creative pack promotion from last year these packsinclude a variety of genuine Canon Photo Papers, printable DVDs,t-shirt transfers and in selected retail accounts, a $25 retail GiftCard.

To redeem the gift, consumers will be required to goonline and register their purchase; they will then be asked to send intheir product barcode and a copy of their receipt.  The gift will bemailed out automatically within 28 days.