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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.
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