Canon turns to humour for business need

Hong Kong - Canon Hong Kong is using humour as part of a marketing push for its new product imageRUNNER, rolling out a series of TV campaigns from this month.

The campaign for Canon's Document Consulting services is aimed at corporate officers, who contribute only 10% of Hong Kong's population. Hong Kong Broadband and CTI are counted as Canon's clients.

The TVCs managed by Dentsu, featuring odd office stories, will go live this month on TVB Pearl, Cable TV news channel and Focus Media, etc.

The function of the product is to provide content management for the company to manage documents like pdf, images, video and other files with lower storage and printing costs.

Daniel Chung, senior marketing manager for Canon's Commercial Product Department, said the group has found most customer not interested to receive marketing messages in a formal way.

"We will use humor as a tool to break the ice between new customer and canon."

Print ads, sales calls and seminars will be used to increase brand awareness along with the campaign.