In an increasingly digital-first world where demand for print is on a gradual decline, we produced a heartfelt short film for Canon that received immensely positive audience sentiment, gaining 500,000 views and over 5,000 shares.
Problem
Canon was looking for a way to cut through the clutter while promoting their Canon PIXMA Ink Efficient E560 printer in an engaging manner. In an increasingly digital-first world where demand for print is on a gradual decline, Canon wanted us to highlight their wireless printing USP and attract the audience in a unique manner.
Solution
Students are an important target segment due to their heavy usage of printing and are a demographic that enjoys consuming relatable content. With these insights in mind, we created a love story inspired by the popular K-drama genre. The Canon Teen Romance Video, a 4-minute short film depicting the sweet interactions within a budding romance, and seamlessly incorporated the printer in a natural manner.
Results
With the story taking place in a local context many could relate to (long-distance relationships), the video became a runaway hit, garnering positive feedback and reception to the product advertised. The comments indicated positive audience sentiment, with numerous people expressing their surprise that the video was a printer ad. Within 2 weeks of the video’s release on Facebook, the video gained 500,000 views and over 5,000 shares. The video was released on YouTube as well, gaining 180,000 views and 5,000 likes.
