• by Aaron Baar , November 9, 2010

Canon USA looks to showcase how one plus one equals more than two with a new advertising campaign designed to show how the acquisition of Océ digital printers moves the well-known brand forward.

The "Let's Go Further" campaign positions Canon as the natural imaging choice for all businesses regardless of their size, type or particular need. The print campaign, which began this week in The Wall Street Journal and The New York Times, uses striking photography and simple headlines (such as "Begin" or "Possibility") to convey the message that incorporating the Océ brand means new offerings and solutions for businesses.

"This campaign creates further awareness that together the Canon and Océ brand will expand into new channels, broadening its customer base, resources, technology and capabilities, to move businesses and the printing industry forward," a Canon representative tells Marketing Daily in a response to e-mailed questions. "This campaign assures our audience that Canon and Océ together will have expanded technologies, output, reach, resources and capabilities that will ultimately benefit the end-user."

The combination of the two companies brings increased R&D capabilities, an "expanded customer base, enhanced sales and services network and improved product portfolios," the representative wrote.

Print ads will also appear in Bloomberg BusinessWeek, Time, Forbes and Fortune. Digital executions will appear on nytimes.com, time.com and on Time Magazine's iPad App.

Canon bought Océ, which is Europe's biggest printer maker, for approximately $1.1 billion last November. Executives said the deal would give Océ better access to global markets and Canon more advanced technology.

The entire printer/copier industry is in a state of consolidation and change. In September, Xerox launched a campaign touting its expanded business services after acquiring Affiliated Computer Services last February. That campaign, which included television executions as well, featured familiar company mascots (such as Mr. Met) trying to do the jobs that Xerox handles for them, depicting how Xerox helped its clients stay on task.