Canon’s flagship experience at the world’s leading print tradeshow, helped the brand secure top spot for media share of voice and capture more new leads than at any event in its history.
2LK reimagined Canon’s stand at Drupa 2024 as a behavioural journey with a single unifying idea shaping every element. Flexing across strategy, messaging, content and space, the idea that in a digital-first world, print has ‘The Power to Move’ became the strategic thread that tied Canon’s commercial, emotional and environmental ambitions together. This influenced every creative and design decision and guided visitors from emotional resonance to commercial action.
The print exhibition had returned following an eight-year hiatus. Despite over 30% fewer show visitors and the same stand footprint as previously, Canon’s sales value increased by 196% on 2016 and total pipeline value leapt 268%. Sustainability was also built into every design decision and a 46% drop in CO2 emissions was achieved.
