Having seen our track record with stand-out Direct Mail, Epson asked Gasp to bring our imagination and expertise to the launch of their new inkjet printer range, aimed at the top 100 decision makers and influencers in both corporate prospects and existing retail customers. We were presented with three main challenges: long-term print service contracts already in place, strong competition from the likes of Xerox and Canon, and a lack of understanding around the reliability and quality of business inkjet printing.
Given a lead strap of “make the switch and grow your business”, we began to build our compelling concept around ‘technology in harmony with ecology’, which really struck to the core of Epson’s brand identity.
Enter the ‘Earth Box’; the visual embodiment of Epson’s deep-rooted, authentic commitment to preserving and valuing the planet’s future. The box contained a bio-degradable pot sitting in simulated earth, plantable seed-paper coins, organic peat pellet and directions on how to grow the seeds.
We identified 5 audiences amongst our target group, each with specific pain points and crafted our messaging accordingly. Both our creative and messaging knitted seamlessly with a pan-European advertising campaign already in progress, launching the “make the switch and grow your business” strapline.
A phase 2 roll out was cancelled so the team could process the responses received from this first wave! A combination of sales outreach and inbound leads, and the start of quality conversations of ‘genuine promise’, left Epson feeling very positive about the campaign and the lasting results it will bring them.
What stood out most for Epson was our ability to unify existing comms, the creation of which we had no involvement in, with a strong and successful idea of our own, to deliver them a stand-out DM campaign with the minimum amount of fuss and management on their side. A job well done.