The Challenge
In today's competitive environment of me-too grey boxes, Canon's imageRUNNER ADVANCE needed a point of difference and a personality.

The solution
We positioned it as an extreme business tool, setting it head and shoulders above other printers and placing it at the heart of an effective and efficient business. Central to the campaign was Extreme Business Towers where our key target audiences were represented over five floors. Real life scenarios were acted out and in each extreme situation the viewer was able to see how the imageRUNNER ADVANCE played a vital role in the team.

Our audience received emails and DM urging them to go online to their respective floors to help in an extreme situation. After signing in and watching the video, we sent a DM pack saying they had left the enclosed documents on the floor - the brochure with annotated notes highlighting the printers many improvements and points of contact.