Eye-catching point of sale for Canon Europe


Canon Europe was planning to relaunch its PIXMA range of next-generation printers across Europe. With above-the-line activity already in place, it asked Oculus, one of its official suppliers for design services, for ideas on how to enhance the campaign and bring the concept to life in store.

Oculus needed to come up with in-store point-of-sale materials to attract consumers to the printer aisle and draw them to the Canon printer range and potentially purchase as well as aiding store staff/demonstrators in promoting the PIXMA printers to consumers.

Using the existing ‘Bring Colour to Life’ strapline and strong supporting graphics created and supplied by Canon Europe’s campaign agency, we came up with a range of designs. These promoted key product features of the printer range, for example the deep black design, to create maximum impact across several POS items:

• Product back cards
• A leaflet dispenser
• Posters
• A stand
• A retailer demo quick guide
• Product-specific, in-printer, point-of-sale sheets

Once Canon Europe had approved the English language versions, we arranged translation into nine other languages and the Oculus artworking team localised the items. We then liaised with Canon Europe’s preferred printer to recommend paper stock and to ensure we supplied the artwork files in their preferred format.

Although developed for Canon Europe, our work is now part of a worldwide above-the-line campaign. And – a first for Oculus and very exciting – our work has also been adopted by the UK sales team and placed in major UK stores.

Thanks so much for all your hard work… we really appreciate the fab job you and the rest of the Oculus team are doing and it’s a pleasure working with you!