Market leading office automation technology for document scanning and management.

Starting Up Case Study


The Challenge

The Exact Machine Every Office Needed

ScanSnap represents the vanguard of a new category of business products: the personal document scanner. When Blade helped introduce the brand to the Canadian market, there was no other product like it. So the first order of business was to explain to Canadian office workers why it was exactly the machine they had been waiting for.

The Strategy

More Versatile and Convenient

In effect, ScanSnap made the fax machine obsolete. With its ability to turn paper into a full colour PDF at the touch of a button and send it by email, it was far more versatile and convenient than fax, which at that time was standard equipment in every office environment. Blade developed creative to tell this ease-of-use story, and tailored a tightly-focused media plan targeting a variety of well defined vertical markets for whom management of paper documents was known to be an issue.

The Result

Still Busting the Big Guys 10 Years On

As a challenger brand in a category it created, ScanSnap smartly exploited the first-mover advantage. Blade has helped it maintain #1 dominance in the Canadian market for over a decade, despite increasingly fierce competition in its lucrative niche from top-tier brands like Hewlett Packard and Canon.

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