DCA, Canon Fulfill Office Wish Lists

NEW YORK Canon Imaging Systems Group this week launched a $20 million print and radio campaign supporting its first color-enabled laser copiers and printers.

The business-to-business effort, by DCA Advertising in New York, targets CIOs, CFOs and IT and print-on-demand professionals. Ads personalize the everyday demands of an office environment by articulating a workplace wish list and following up with copy explaining how Canon meets those needs.

Seven print executions in the “Name tags” campaign picture office workers with a name label “stuck” to the ad. In one, the tag reads: “Hello my name is Mark. I think about color brochures at my desk. I create color brochures at my desk. Can’t I print them from my desk?”

The campaign is a follow-up to last quarter’s “Not business as usual” series, said Gail Esbin, director of advertising and marketing communications at Canon USA in Lake Success, N.Y. Canon has worked with DCA for more than 30 years, Esbin said.