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 specific 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 a budget of just over $25,000 for the three month campaign, Canon achieved click-through-rates as high as 1.79 per cent across Singapore, Malaysia, Indonesia, Thailand and Vietnam. This is more than one 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 total 22m impressions, and produced an average CTR of 0.9 per cent, still higher than the industry average for mobile ads. The third creative, Be Efficient saw a CTR of almost double that – 1.79 per cent.