The company, better known for its digital and high-end SLR cameras, is gunning to become a significant player in photocopiers, computer printers and cartridges.
According to Raymond Fung, Canon Hong Kong OSS group director and GM, Canon's business is split between OSS (office system solutions) and CII (consumer information division). He said Canon, which claims 18 per cent market share, is targeting to hit overall share of 25 per cent by yearend.
"In Hong Kong, the major business is still CII, but globally, OSS dominates the company's turnover. Since 1997, Canon has been operating direct sales in OSS. About three to four years ago, heavy investment was made in mass media to build Canon's image globally," said Fung.
"In a survey in 2000, we found that 85 per cent of people in Hong Kong linked Canon to the digital camera arena, so, in order to make people aware of Canon's office products, an awareness campaign was launched at the time."
The latest push, he added, used humour as the focus of an above- and below-the-line campaign, 'Ask Canon', running across TV, print and DM.
Hakuhodo Tokyo developed the creative, with Dentsu Hong Kong handling events and Edelman managing public relations.
Added Fung: "The TV commercials are running on Cable TV. They show different office (scenarios), where office managers need to solve situations of chaos. Each spot ends with the tagline, 'Ask Canon'.
The idea is that consumers will begin to relate the Canon brand with office solutions, not just digital cameras."
According to Raymond Fung, Canon Hong Kong OSS group director and GM, Canon's business is split between OSS (office system solutions) and CII (consumer information division). He said Canon, which claims 18 per cent market share, is targeting to hit overall share of 25 per cent by yearend.
"In Hong Kong, the major business is still CII, but globally, OSS dominates the company's turnover. Since 1997, Canon has been operating direct sales in OSS. About three to four years ago, heavy investment was made in mass media to build Canon's image globally," said Fung.
"In a survey in 2000, we found that 85 per cent of people in Hong Kong linked Canon to the digital camera arena, so, in order to make people aware of Canon's office products, an awareness campaign was launched at the time."
The latest push, he added, used humour as the focus of an above- and below-the-line campaign, 'Ask Canon', running across TV, print and DM.
Hakuhodo Tokyo developed the creative, with Dentsu Hong Kong handling events and Edelman managing public relations.
Added Fung: "The TV commercials are running on Cable TV. They show different office (scenarios), where office managers need to solve situations of chaos. Each spot ends with the tagline, 'Ask Canon'.
The idea is that consumers will begin to relate the Canon brand with office solutions, not just digital cameras."
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