Working with media buying platform Adsmobi, Canon targeted a ‘lifestyle centric’ audience in Asia with three rich media mobile banners for the multimedia launch of its range of Pixma printers during Q1 this year.

 The language was further tailored to precise audiences on mobile, reading: ‘Be Imaginative’, which was targeting the mass female audience, ‘Be Playful’, aimed at younger technology users, and ‘Be Efficient’, targeting men.

With the cheap of just over $25,000 for the 3 month campaign, Canon achieved click-through-rates as high as 1.79 per cent across Singapore, Malaysia, Indonesia, Thailand and Vietnam. It’s multiple per cent higher than the industry average.

Each of Canon’s creatives, which expanded into full page rich media adverts with video and motion graphics, ran for a complete 22m impressions, and produced a mean CTR of 0.9 per cent, still higher than the industry average for mobile ads. The third creative, ‘Be Efficient’ saw a CTR of virtually double that – 1.79 per cent.