19 printers conducting an orchestra to play a 70-page Beethoven symphony. Here's to seamless performance.
Canon imageCLASS printers were entering the mid-to-large-sized business category, where there was heavy competition and low brand awareness. Additionally, Canon wasn't winning on price, tech differentiators were too nuanced to affect purchase decisions, and product was only available through third-party resellers - not online or in-store.
We put imageCLASS printers to the ultimate high-stakes test - printing sheet music for an orchestra in front of a live audience at the iconic United Palace on Broadway, NYC. Video of the event was used as social, pre-roll and OOH to target tech decision-makers, spreading awareness by making a big splash, then hitting home with strong CTAs driving to authorized dealers.
The orchestra played the Beethoven masterpiece without a flaw - and the campaign inspired IT directors and CFOs to go straight to Canon dealers in historic numbers, breaking all-time sales records for the product.