Going big for a big product launch
Consumer Technology
Creative Strategy and Branding
After years without a major update to Canon’s beloved imageRunner printer line, the launch of imageFORCE was a significant moment. Not just for Canon, but for the industry. EGC was tasked with elevating and amplify the launch, surrounding a summit they were hosting for their dealer network in Las Vegas.
Canon technology captures the world’s most important images. Sphere in Las Vegas is the world’s largest screen, a structure that has become the most photographed and socially shared venue since its opening in 2023. Put Canon’s brand on Sphere’s Exosphere, and the message writes itself. The strategic insight was that the Sphere does not just display content; it transforms brands into landmarks.
Engineer a brand moment around Canon Summit 2025 (the debut of their landmark imageFORCE lineup) that would transcend a dealer conference and generate earned attention. The event would bring together 400+ of Canon’s top-channel partners in Las Vegas. The anticipation was real, and the pressure to match it was equally real. EGC knew that for a product launch of this magnitude, a traditional approach wouldn’t be enough. We had to go big.
The imageFORCE launch didn’t just meet the bar, it cleared it by a wide margin, surpassing every primary KPI. On LinkedIn, Canon’s core B2B platform, the awareness campaign generated half a million+ impressions – 70% above target. 40k+ engagements which surpassed goal by 2x.
Beyond the numbers, the activation did something harder to measure: it re-energized Canon’s dealer network and reinforced Canon as innovative leader that they are.
