Most businesses rely on printers to some degree, and expect them to function perfectly at a moment’s notice. To demonstrate the reliability of Canon imageCLASS printers—and help the brand gain recognition in a new market space dominated by competitors—we brought the product into a truly high stakes environment.

On stage, in front of a live audience, we replaced an orchestra’s music stands with printers. The sheet music was printed in real time, and it was absolutely necessary for every page to be printed to the right musician at the correct moment.

We undertook this risky demonstration to establish to a new audience that Canon imageCLASS is truly A Different Class of Printers, and a product worth reaching out to your local dealer about.

To show that Canon imageCLASS business printers can function perfectly in the most complex office, we put the product to the test in a high-stakes environment — on Broadway before a live audience.

We replaced an orchestra’s music stands with 19 printers timed to deliver 70 pages of sheet music throughout a performance of Beethoven’s 7th symphony. Each musical section had different timings, requiring Canon engineers to create a code to trigger the right printers at the right time.

The musicians had not seen the sheet music in advance, meaning the printers had to work seamlessly—if a single printer malfunctioned, the show would have been over.

Video has run since December as pre-roll, digital OOH, native content on endemic sites, and programmatic social content targeting mid-sized business owners and I.T./tech decision makers. One particularly unique buy ran video content in office building elevators where Canon resellers held accounts with tenants.

As a result of show-stopping creative and savvy media targeting, within a month of the campaign launch, sales of the product rose 40%, breaking all-time records for Canon.

Additionally, ads have reached over 17MM people, with a Video Completion Rate of 80%, surpassing goals by over 20%.