Campaign snapshot
Increase in Positive Momentum
More Positive Opinion of Canon
Lift in Favorability
The Challenge
Canon sought a fast and impactful product placement campaign to enhance its brand image and amplify the momentum generated by its Back-to-School and Holiday advertising campaigns. The goal was to feature Canon products in prominent broadcast shows set in workplace environments, aligning seamlessly with their target audience’s interests and habits.
The Strategy
BENlabs identified two high-profile TV series with dedicated audiences to maximize Canon’s visibility:
- The Rookie: Feds – A spin-off of the hit ABC series The Rookie, known for its strong following and compelling workplace storylines.
- Walker – The CW’s top-rated series with a devoted fanbase, offering prime opportunities for product integration.
By strategically embedding Canon products into these series, BENlabs ensured organic exposure that resonated with viewers.
The Execution
Canon printers were integrated into key scenes across both shows:
- The Rookie: Feds – Featured prominently in Episodes 16 and 17, portraying Canon as the trusted printer for FBI agents.
- Walker – Showcased in Episodes 12 and 15, establishing Canon as the go-to printer for the police department.
These integrations were designed to align Canon products with themes of professionalism, reliability, and high-stakes problem-solving, reinforcing its brand identity.
The Results
The strategic product placements delivered measurable results:
- 15% increase in positive momentum, strengthening Canon’s position in the marketplace.
- 55% uplift in positive opinions among viewers, aligning with the brand’s core messaging.
- 8% increase in favorability, showcasing the effectiveness of entertainment-based integrations in driving brand perception.
By connecting Canon to trusted characters and settings, BENlabs successfully elevated brand favorability and solidified Canon’s reputation as a leader in workplace solutions.
