Canon Maxify

Canon Maxify

The Challenge:Help Canon Maxify become the go to printer for small business owners
The Problem:Canon doesn’t have credibility with small business owners.


Canon claims Maxify will make SBOs more productive but SBOs know the process of buying a printer is anything but – SBOs can’t tell the difference between Maxify and other printers in the cluttered printer market. Problems of identification and familiarity have led to them becoming apathetic about printers in general.
Situation:
Running a small business is a dehumanizing process.
Small business owners don’t want to waste excess time dealing with minuscule administrative tasks like printing—but they don’t have a choice.
Their business is their baby. They only want the best for it – To get the best they need to focus their efforts on making their business better. But forms still need to get filled and IT equipment still needs to get set up and no-one else is going to do it.
Consequently their personal and family life suffers and their focus becomes uni-dimensional
The Strategy:Canon makes Small Business Owners feel human again
How:Humanize the printer


Team: Lindsay Cecero -Art Director, Prateek Patnaik -Strategist, Ashley Stanfield -Brand Manager, Ray Tolbert -Copywriter, Mikala Weaver -Experience Designer