Best use of creative in a B2B marketing campaign - Winner

Best use of creative in a B2B marketing campaign

Winner: Canon UK

Agency: Tidalwave

Campaign: Diet

The objectives of the campaign were to educate the audience about how much they were paying for colour printing on their existing desktop laser printers and to demonstrate the cost savings possible by deploying a balanced print strategy. Tidalwave aimed to encourage customers to formalise a print strategy and encourage consideration of Canon's new colour multifunctional printers (MFPs). The target audience was 35,000 IT managers and finance directors in medium-sized organisations with 100-500 employees.

As deliberations about printing are not usually very exciting, the campaign needed to make the dull interesting and the complicated simple. The solution was to use the analogy of diet and illustrate the campaign with pictures of brightly coloured sweets and other healthy and unhealthy foods such as apples and chocolate cake. The importance of a good diet is high in the public consciousness and a compelling message for anyone who feels they should be a little healthier. High calorie snacks were equated with unhealthy expense and low calorie food with economy and efficiency. Both related directly to the health of the business and the bottom line.