The Brief

The target audience is Young adults or parents aged 25 or above including existing Canon customers and new ones. They are interested in digital and technology products, also adore photography and socially active in online sharing, yet they experienced the old days with photos in physical form. This campaign is to redefine the value of home printing, so as to create a need for or even a habit of our target audience to technological trends for home printing product, and hopefully to expand the market for photo printing hardware in the long run.

Creative Execution

This campaign is to re-establish the value of printers from utilities to tools for creation. Free mailing service of the print outs is available so that users could witness the superb quality of the Canon PIXMA printer and simultaneously touched by the added emotional value to it. Through this process, users experienced the new photo sharing format, i.e. creating personalized postcard but not the virtual jpeg. It is believed that the virtual experience with the physically touch of the quality and value-added products can trigger the emotion and desire of our target audience to Canon PIXMA more effectively.

Describe the creative solution to the brief/objective.

The concept “Story. The Sequel”, means that digital photos are captured stories, and their sequels, i.e. the elaborated print outs (photos became personalized postcards in this case), would create new emotions, moments, more stories ahead. The creative execution can help users experience both the product benefits and the emotional outtakes of what a Canon PIXMA could provide. They could create personalized postcards with different photos and messages through a user friendly online interface, and witness the printing process in LIVE broadcast, finally, mailed to their dedicated person.

Results

This campaign was held from 18th Sept. to 8th Oct., 2008 and achieved great success. The total visit of the site was around 26,000, and the total number of page view was over 118,000. Media buy covered all main portals including yahoo, atnext, facebook…etc. The average click-through rate was 0.19%, and the highest click-through rate was 0.38% generated by crazy ad, over 13,000 clicks were generated in total. 6,000 unique postcards, with users’ photos and dedicated messages, are printed and mailed in 3 weeks. These mailed-postcards were the sequels to the story of those 6,000 recipients.