WCRS unveils pounds 1.5m television push for Canon PageStation

WCRS is taking Canon back on to television after a four-year absence with a pounds 1.5 million campaign for the launch of the PageStation.

WCRS is taking Canon back on to television after a four-year

absence with a pounds 1.5 million campaign for the launch of the

PageStation.



The PageStation uses the latest technology to enable users to print,

copy, scan and fax from their PCs.



The ad draws an analogy between a simple wooden box and the PageStation.

The box is used by different people for a variety of purposes - as a

hoop for an impromptu game of basketball, as a sledge, as a box to carry

fabrics and by a steelworker for carrying nuts and bolts.



The series of striking images is accompanied by a voiceover explaining

how digital technology allows the Page-Station to print, copy, fax and

scan while being fully networkable.



Jonathan Hill, the group account director, said: ’Page-Station takes us

into the digital arena and signals a new direction - Canon will no

longer be seen as just a provider of standalone boxes, but of complete

networked imaging solutions. TV was the appropriate medium to announce

this product launch.’



The campaign was art directed by Sigi Phyland and written by Simon

Aldridge.



It was directed by Rob Sanders through Helen Langridge Associates and

will appear on terrestrial and satellite television, supported by an

integrated campaign through the business press, internet and direct

mail. Media planning and buying is by Mediapolis.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).