In October 2011 four technicians from Canon Australia and New Zealand flew to Shanghai to compete for the title of Canon’s undisputed top technician at the Asia Pacific (APAC) Cup.
The APAC Cup is a Canon technician’s version of the football grand final, but instead of battling it out on the footy field, they’re troubleshooting business imaging equipment. It’s a highly skilled and very competitive series of practical and theoretical tests.
It’s also a way for Canon to provide its technicians with opportunities to build their skills by sharing ‘tricks of the trade’ with colleagues from around the world.
Howorth spotted an opportunity to get involved in the hype that surrounded the Rugby World Cup – from one international sporting event to another.
What started as an internal competition in Australia caught the imagination of the media and became one of Canon’s biggest corporate stories for 2011. In total there were 23 pieces across Australia of coverage around the APAC cup including The Today Show, Herald Sun, News.com, MX, ABC 720 Perth, 2GB Sydney, 4KQ Brisbane and Adelaide Now.
The Daily Telegraph even made this online video to accompany its story about the competition.
“Forget Cadel Evans, forget Sam Stosur and forget that guy who won the Nobel Prize for discovering what the universe was made of – Australia has a new hero.” –The Daily Telegraph
“Got a paper jam? Can’t get your printer working? Mt Gravatt based technician Daniel Leong is the man who knows how to solve your printing woes.” – Southern Star
“O’Brien is a paper jam’s worst enemy.” – The Daily Telegraph
“Newing, a specialist senior engineer with Canon, earned his spot in the four-man Aussie squad to compete at the Canon Asia Pacific Cup.” – MX
Shane McClelland, marketing and communication manager of Canon Australia, said it was great to be able to recognise the technicians for all their hard work and enthusiasm.
“We were very pleased with the coverage we received around the APAC Cup and the media hype was fantastic for the finalists – Paul O’Brien even mentioned that he was stopped on the street once and asked if he was “the Canon technician from the TV?,” said Shane.
The Canon APAC Cup showed that the right story angle can make a niche story go a long way.
Did they bring home the cup? Although the four-man Australian squad wasn’t successful in bringing home the APAC Cup – they did prove that good old Aussie sportsmanship is alive and well – on and off the footy field.