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In 2012 Canon introduced the fastest tabletop document scanner on the market. The DR-M160, scanning at speeds of 60 pages per minute, left its competitor, only scanning at 40 pps, in the dust. To raise awareness among our target audience, small business to medium-sized business employees, we built a campaign based on the user insight that when it comes to scanning, time is of the essence.
To make that point stronger, we decided to turn our scanners themselves into actual clocks on rich media banners and developed a way for the scanner clocks to sync up to the actual time of day on the user’s computer. By expanding the banner users would then see an office worker scanning at the exact time of day they were watching the banner.
After a 3 month run the campaign successfully proved that just like the scanners increased productivity, our campaign increased sales.