Building on its ‘Business can be simple’ campaign launched in April last year, this year’s campaign features an illustrated stickman as the central character. ‘Mr Stickman’ is a simple expression of the human form and helps to demonstrate the simplicity of Canon’s printing solutions for businesses, said Herman Lundquist, senior marketing manager, business imaging solutions, Canon Singapore.
“Our business evolution concept draws a parallel from Darwin’s theory of evolution. Mr Stickman represents the simplicity of Canon’s solutions and their place in the changing business environment. The character also acts as a host, inviting guests to the website, www.businesscanbe-simple.biz,” he said.
Canon’s target audience is companies in Singapore, Malaysia, Thailand, Philippines and India. A series of press ads created by Rapp Collins have been placed in regional business publications such as Time, Newsweek and SDA Asia. In addition, online banner ads can be found on The Economist’s website, www.economist.com. Media is handled by Dentsu.
In the ads, Mr Stickman is seen offering an answer to the problems faced by modern businesses. In one ad, a man is shown standing by a chained up photocopying machine. He asks Mr Stickman how he can control and measure the printing output of the staffers, who replies, ‘Simple. You evolve.’
“We want to show how Canon business solutions address specific problems in the office. Mr Stickman has the answers to all your questions, and he hopes to be part of the evolution of businesses,’ said Lundquist.
The effectiveness of last year’s campaign - which featured crossword puzzles - was one reason the Japanese brand decided to revisit the theme again, he said. According to Lundquist, Canon was one of three finalists at this year’s Effie Awards and sales revenues grew 256 per cent between 2005 and 2006.
