Epson is one of the world’s largest manufacturers of printers, projection systems and sensing equipment. For the last 50 years, Epson has been leading the way in global technological innovation for businesses and consumers alike.
Blurred vision of reality
Despite being acknowledged as a leading provider of printers and projectors, it is relatively unknown that since 2011, Epson has been developing and evolving a range of binocular augmented reality smart glasses – the Moverio. Targeted at businesses rather than consumers, the first and second generations of Epson’s Moverio range – the BT-100 and BT-200 – have been used by a number of companies across a variety of sectors to transform business processes. 2016 marked the launch of the third iteration of the range – the Moverio BT-300 – at Mobile World Congress (MWC) in Barcelona. However, with perceptions of wearables tainted by the failure of Google Glass, Epson needed a PR campaign that would prove its smart glasses were the real deal, not just hype.
Finding the right fit
As an innovative company with a game-changing product, Epson sought a PR agency that would open the industry’s eyes to the potential of smart glasses, building brand awareness and credibility for the Moverio range in a market segment filled with misplaced expectations and disappointment. Epson approached Babel PR to help cut through the noise and position Epson as the proven leader in smart glasses.
Framing the business opportunity
Recognising that Epson’s opportunity for augmented reality smart glasses was firmly in a range of vertical sector business markets, Babel recommended focusing activity on sector-specific media – titles directly consumed by relevant business users.
A two-pronged PR approach was devised. The first phase involved setting out Epson’s stall; to make relevant media aware of Epson’s work in the smart glasses space and create a runway of brand awareness in the lead up to MWC. The second phase would focus on media relations activity to take place at MWC.
In the months leading up to MWC, Babel created some initial thought-leadership – editorial content harnessing examples of the Moverio BT-100 and BT-200 in use – to establish Epson as a player in the smart glasses space. As a next step, Epson then hosted a media event showcasing a variety of real-life use cases and implementations of the Moverio. Three of Epson’s Independent Software Vendor (ISV) partners – iDent (dentistry), GoInStore (retail) and ARt Glass (tourism) – were invited to the Sanderson Hotel in Central London to give a variety of national, technology and vertical media a hands-on demonstration of the Moverio in action within their respective businesses. Both the initial thought-leadership and the ISV event enabled Epson to establish its expertise and credibility in a new market segment and prepared the way for the second phase of the PR campaign – driving interest in the launch of the BT-300 at MWC.
Working with Epson’s EMEA PR manager and respective European PR agencies, Babel acted as the ‘hub’ for all MWC launch activity, coordinating all teams to ensure success and delivery of results. The PR team was tasked with securing a total of 100 top-tier media opportunities across EMEA for the launch of the BT-300. This included pre-briefings with media and analysts, inviting attendees to the launch press conference at MWC and briefings at the Epson stand throughout the show. Regardless of Epson’s expectations, Babel had to forge relationships with the European agencies and local media to ensure the BT-300 would get the attention it deserved at one of Europe’s biggest technology trade shows.
Epson’s vision brought to life
Working with local PR teams, Babel PR helped secure 120 media and analyst opportunities for Epson across EMEA; the press conference was standing room only (65 attendees) and a variety of high-profile journalists stopped by the Epson stand for hands-on live demonstrations of the new BT-300. Media coverage totalled a staggering 667 articles in prominent titles around the world. It was one of Epson’s most successful launches.
Epson was also shortlisted for three Global Mobile Awards at MWC – Best Wearable Mobile Technology; Best Use of Mobile for Retail, Brands and Commerce (GoInStore implementation) and Best Use of Mobile for Accessibility and Inclusion (LusoVu / Oxford University implementation). This industry recognition cemented a well-executed campaign that consolidated the tech heavyweight’s dominance in the smart glasses space.
Bruno Rost, corporate PR manager, Epson Europe, said: ”Babel delivered an excellent result for Epson. Although we’ve been in smart glasses since 2011, and one of the few long term players in the market, media attention previously centred on the dramatic entrances and exits of high profile brands and the misplaced idea that smart glasses were a consumer fashion item.
“By focusing the PR on proven real use cases, we demonstrated how Epson’s smart glass technology was making a real difference to people’s lives, especially in the workplace. The media coverage we achieved around Mobile World Congress has established Epson as a serious, long term player with a unique, innovative and workable solution.”
