Canon U.S.A. AND DCA Advertising Honored with Prestigious EFFIE Award for Consumer Advertising Campaign; Digital Imaging Leader and Ad Agency Recognized with Gold EFFIE for Effective Advertising Campaign Promoting Digital Photo Printing


The New York American Marketing Association this week presented Canon U.S.A., Inc. with the prestigious Gold EFFIE(R) Award for its SELPHY CP Printer "85 Second Photo Lab" campaign which was developed in conjunction with DCA Advertising, Inc.

The distinguished EFFIE Awards program, which began in 1968, is the only national award to honor creative achievement in demonstrably meeting and exceeding advertising objectives. The Canon advertising campaign was singled out for its creativity and, most significantly, for the results it generated in terms of measurably increased sales, market and mind share.

In the Computer Peripherals for Business/ Personal Purposes category, Canon's television and print advertising campaign positioned the SELPHY CP Printer as an important part of Canon's digital camera line up and as a portable accessory to a digital camera. The campaign demonstrated how the SELPHY CP printer -with its simplicity and portability - spontaneously provides consumers with photo lab quality prints and makes printing just as gratifying as taking digital photos. With a touch of a button, Canon's SELPHY compact photo printers create beautiful 4 x 6-inch photographs in about 85 seconds.

The winning "85 Second Photo Lab" campaign included "Italian Woman" and "Half Pipe" TV commercials and the "Travel" print ad. Consistent throughout each execution was the neon "85 Second Photo Lab" sign, reminiscent of a One Hour Photo Lab to reinforce high quality prints and processing speeds to consumers. With the integration of the icon in each advertisement, consumers could realize the opportunity to print anytime, anywhere with the SELPHY CP Printer.

"It's a tremendous honor to be presented with this EFFIE Award," said Rick Booth, director marketing services, consumer imaging group, Canon U.S.A., Inc. "Our campaign generated enthusiasm, interest and sales in the quickly expanding compact printer category. We're proud of the recognition and look forward to continuing to evolve the digital imaging market."

"This ad campaign relaunched the Canon SELPHY CP Printer and really redefined the compact photo printer category," said Doug Fidoten, executive vice president, group account director of DCA. "It confirmed to our audience that this product would play a vital role in the digital photography process and add instant gratification to the printing of photos."

Canon and DCA utilized national cable to tie product attributes with target group interests, such as travel and adventure, music and entertainment, and home decorating. Spot television was used in high-rated / high-visibility programming to increase exposure and generate "buzz" in high-volume digital camera markets. They supplemented the television spots with a print campaign targeted to consumer magazines.

Additionally, Canon developed special programs with publications like Glamour Magazine, which embarked on a nine college campus tour to demonstrate how easy it is to print photos on the spot with Canon's SELPHY compact photo printers. Canon also launched a major product demonstration initiative with Saks Fifth Avenue, reaching 55 department stores across the country.

About Canon U.S.A., Inc.

Canon U.S.A., Inc. delivers consumer, business-to-business, and industrial imaging solutions. The Company is listed as one of Fortune's Most Admired Companies in America and is rated #35 on the BusinessWeek list of "Top 100 Brands." Its parent company Canon Inc. (NYSE:CAJ) is a top patent holder of technology, ranking third overall in the U.S. in 2004, with global revenues of $33.3 billion. For more information, visit www.usa.canon.com.

About DCA Advertising

DCA Advertising, part of Dentsu's North American network, offers unique integrated communications solutions that create dramatic results for their clients. In addition to this year's EFFIE for Canon U.S.A., DCA won two EFFIE awards last year for two separate campaigns--one for consumer electronics and one for office solutions.

All referenced product names, and other marks, are trademarks of their respective owners.

Posted: Thu - June 9, 2005 at 05:57 PM          

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