Client: Canon

Project: New Product Launches

Design | Strategy


Ambition helped Canon simplify the purchase journey for camera lens purchasers who had previously been overwhelmed with spec heavy information and cluttered environments in-store.

By re-evaluating the sales process and the typical audience types, we created a solution that negated the need for a detailed technical sell and instilled confidence back into the customer to make an informed and assured purchase decision.

The result was a total re-categorisation of the products based on user personality and the end use.  Not only did this appeal to the customer, but made the sell easier for the retail staff and has influenced how Canon now categorise across market segments.