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Canon, headquarters situated in Tokyo, is a Japanese multinational corporation specialized in the manufacturing of imaging and optical products. Their products range from cameras, camcorders, photocopiers, computer printers to medical equipment.

Their products and services are widely purchased worldwide due to their high quality and innovative features, making Canon a well-known name globally.

1

The Challenge

 

Canon was looking to launch the Pixma G-series printers in an innovative and memorable way. The printers were said to be capable of printing up t0 7000 color and 6000 black pages from single set of ink bottles. A CISS (Continuous Ink Supply System) was the new feature added onto Canon’s refillable ink tanks to create more volume printing and reducing ink costs for consumers.

Canon asked MEAComS and its expert team to organize an event that would successfully launch this new innovative set of printers in Egypt that will reach the media and consumers with a clear message.

2

The Approach

 

To get the best possible results out of the event, MEAComS decided to organize a press conference that would create more reach for Canon’s printer series. In August 2016, MEAComS organized the huge press conference, gathering all the technology media, to announce the launch of Canon’s new PIXMA G-Series printers. Thirty members of the media attended the successful event and got the chance to test out Canon gear for themselves via mobile technology.

 

MEAComS was also successful in arranging key, one-on-one interviews with key publications like: Alam Rakamy, ICT News, Egyptian Gazette, IT Planet, Al Borsagia and Al Borsa. In addition to this, MEAComS was responsible for setting up the logistics behind the press conference, along with the preparation of the event’s agenda and registration booth. 
 
After the event, MEAComS conducted a detailed post-event and media analysis that Canon could use to measure the conference's success.

3

The Results

Canon’s newest innovation was featured in more than 22 printed publication and 42 online news portals. Coverage for the event and Canon’s printer was featured in top newspapers including; Daily News Egypt, Al Masry Al Youm, Alam Al Youm, Akhbar Al Youm, Al Gomhuriya, Le Progress Egyptian, and Mal W Amal. The event was also covered by industry magazines like: ICT Business, Tawasol Rakmy, Alo Masr. The event was also featured in Business Today and Rose Al Yossef along with social magazines: Insight and Elite. 

Canon’s printer series and press conference news reached over 3,188,240 Egyptians, worth a total of EGP 315,859 in editorial coverage.