Canon – Creating a New Platform for Canon Middle East
Cannon was looking for new communications platform that would add value to the brand and business.
GolinMena suggested education as a synergic platform where Cannon can target huge masses of students and create more awareness among them of the brand and its products.
After carefully analyzing market trends GolinMena advised Canon to focus on how its wide range of technologies could be used for educational purposes, especially in the classroom or as preparation for students to enter work life.
Our strategy was to strike tie-ups with recognised organisations in education to borrow interest from the tie up.
First, GolinMena conceptualized a survey that Canon conducted alongside the International Computer Driving License program (ICDL), across universities and centers in the UAE.
The survey which included almost 450 respondents produced market specific insights such as “90% of UAE Youth Positive About Future Career Prospects”
Not only did the survey findings result in extensive coverage for Canon, but the initiative also helped position the brand as helping to build a knowledge-based society in the region, giving a major boost to its overall reputation in the local market.
The second partnership that was conceptualized and managed entirely by GolinMena on behalf of Canon was collaboration with the GEMS chain of schools in the UAE to create a short films challenge for students.
The goal was for students to create short films that capture d their opinions and feelings about working with their parents. It was an opportunity for students to creatively express themselves to their parents thereby improving their engagement levels and positively impacting their scholastic development.
The GH team managed all aspects of the program including arranging workshops for the students using Canon equipment and in collaboration with Canon brand ambassador and the UAE’s first female film producer, Nayla Al Khaja.
The coverage garnered out of this project was substantial. We received 32 clippings with a total PR value of USD 330,000. In addition, Canon was able to give back to the community in a meaningful way, creating great brand equity amongst a rising generation of early technology adopters.