Canon

Canon updated product lineup presentation

Objectives:

• To present journalists updated printers and MFD lineup (home and consumer-friendly equipment, not “hard” one)
• To communicate Canon key messages to target audience
• To increase journalists’ loyalty

Tactics:

• Event smoothly combined official and informal styles (press conference vs. contests and tests). This approach allowed to reach goals set

Results:

• Almost 100% media presence
• 34 journalists from 22 editions
• More than 20 issues in target media and not limited to