AWARDS 2013, CATEGORY 18: The Marketing Practice for Canon Europe
Shortlist best international audience campaign: ‘Canon Aiming Higher’
Canon Europe helps large organisations change the way they manage information to be more efficient and improve customer experience.
But many businesses still think they just do printers and cameras.
• Aiming Higher was created to start strategic conversations and create first appointment leads with a CMO/CFO/CIO-level (C-level) audience
in large businesses across Europe
• The programme kicked off in the UK, Germany and the Netherlands –it needed to be managed easily and generate strong ROI
• Aiming Higher’s approach found the best of both worlds. The programme was managed centrally but everything – from data profiling through
creative and messaging to calling – was localised
• The programme successfully exceeded lead targets across the three markets (31 against a target of 19) and demonstrated the cost-effectiveness of a centrally-managed European demand generation programme
• The approach is now being applied across more European markets
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