The strategy was to identify 32 high growth Tier II & III towns, creating a marketing activity within the framework of cultural and business exchange; augmenting the Canon Image Express, India’s largest Expo on wheels displaying 80 Canon products.

The concept of CIE aimed at taking Canon to unchartered territories. We had a concept fresh, grand and never-before attempted, on such a scale. 9 vehicles travelled, fitted with GPS for tracking.At each city, the canters recreated a 4,800 square-feet of air-conditioned exhibition space with 5 experience zones, helped by BTL, viral & supporting media.

Gladdening 3 million hearts; total footfall of 197,533, the notched up sales of USD 1.19 million.

The total spends for each city was about USD 47,000; the average sales achieved, per city, was about USD 45,000. Less than 2000 dollars divided by 8000 pax, for a live experience Canon of this magnitude, cost Canon – a mere 2.5 cents per person. We directly reached of 2 million and an indirect reach of more than a million people, redefining ROI.

This activation was a pilot & set the tone for Canon, progressively setting up 300 stores called Canon Image Squares, by 2014.