At Canon, “Colours Prefer Originals”

Posted in Blog, News on Nov 14, 2017

Pop culture is full of jokes about situations when colours cause us embarrassment. They have pretentious and sometimes illogical names, to the point where you can’t tell which red is marsala and why we need so many shades of pink, yellow or green. Yet, a world without colour would be a drab one.

This is why Canon Romania and The Good Company wanted to prove how important original colours are. This was the birth of the concept behind the Canon consumables campaign “Colours Prefer Originals”.

Starting with the idea that nature would never display the “Low Ink” message when drawing a giant rainbow in the sky, the campaign aimed to show that best quality printing can only be done by using original consumables. Therefore, important office projects and great memories with our loved ones are only a click away.

The campaign “Colours Prefer Originals” aimed to be informative and educational from the very beginning.

The platform Original Colours was launched, containing all the information about original Canon consumables. An interactive game was also created, for educational purposes, to help competitors learn the proper names of colours.

The platform Original Colours was launched, containing all the information about original Canon consumables. An interactive game was also created, for educational purposes, to help competitors learn the proper names of colours.

Even more, Canon customers who bought original consumables between May 1st and June 30th 2016 and registered their product code on culorioriginale.ro were entered into the competition for a Piaggio Liberty scooter, a MacBook Air or a Hoverboard.

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Bloggers, photographers and other speciality publishing joined the Canon team and accepted the colour challenge. In addition, the “Colours Prefer Originals” campaign made its presence felt on social networks.

The colour game quickly rose to internet fame, as users published their scores and made their friends curious. They then got competitive with each other and became experts on colour, helping to popularize the campaign organically.

Dan Calugaru (Partner Manager Distribution, Canon Romania): “Since we’re talking about original consumables – and it is difficult to communicate and increase visibility for this category of products – we wanted, by launching the “Colours Prefer Originals” campaign, to remodel customers’ consumption behaviour and attract their attention through relevant and effective content. It’s usually difficult to combine entertainment and education, especially when you want to highlight topics such as the advantages of using original consumables and their influence on the quality of printed material. But this is the key to a successful campaign."

Dana Pelin (Marketing Specialist, Canon Romania): “The strategic direction for a campaign, no matter what we’re communicating, must be targeted. In our case, we’re talking about smart, connected and informed consumers, who are surprised by brands that anticipate their needs. Communication is therefore re-configured to attract attention, with relevant and useful information."

Delia Margarit (Managing Partner, The Good Company): “Every year, communication challenges are growing, and users are increasingly hard to surprise. But the power of a brand lies in its creativity and innovation, and the clients who win this battle are those with the courage to think beyond self-imposed limits. With Canon’s help we have an opportunity to prove that any creative idea goes hand-in-hand with tangible, measurable results – but it takes an equal dose of each."

Elena Eana (Sr. Account Manager, The Good Company): “The game was my favourite part of the campaign, and it was born the moment we thought of all the situations when our male audience was faced with one phrase: ‘bring me my fuchsia dress’. From this to implementation – it was only a matter of weeks."

Participating teams: The Canon Romania team contributing to the campaign’s development was comprised of: Dan Calugaru (Partner Manager Distribution - Canon Romania), Dana Pelin (Marketing Specialist - Canon Romania). The team that made this campaign possible was comprised of: Delia Margarit (Managing Partner - The GOOD Company), Eana Elena (Sr. Account Manager - The GOOD Company), Bogdan Jlobnitchi (Media Planner – The GOOD Company), Florence Luca (Creative Director - Digital Friday), Teodor Bratu (Creative - Digital Friday), Teodora Alexa (Graphics Designer - Digital Friday), Daniel Luca (Managing Partner - Elastic Orange).