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Case Study: Canon

Canon and BENlabs Save the Day in These Placements

Client Description

Canon U.S.A., Inc. is a leading provider of consumer, business-to-business, and industrial digital imaging solutions to the United States and other markets.

Client Location

Melville, New York


Broadcast Television

results snapshot

Positive momentum increased from 59% to 74% after viewing the integrations


Of viewers have a more positive opinion of Canon after seeing the integrations


The integrations drove an 8% lift in favorability that Canon is "up to date" and "leading the way"


BENlabs began discussions with Canon on how to quickly execute a product placement campaign targeting broadcast shows that featured workplace settings within a specific target window to align with and amplify the momentum created from the Canon Back-to-School and Holiday ad campaigns.

The Opportunity

BENlabs aligned Canon with two of the most popular broadcast shows on television, The Rookie: Feds and Walker. The Rookie: Feds is a spin-off of the hit ABC series The Rookie, which has a large and dedicated fanbase. Walker is the most popular series on The CW, and Canon was integrated into season 3 which saw massive success.

The Result
Canon was seen in The Rookie: Feds episode 16 as well as episode 17, which established Canon as the go-to printer for the FBI agents in the series. Canon was also seen in two episodes of Walker (Episode 12 and Episode 15) which solidified the printer as the go-to for the police department in the series.

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