About the Client Company
OKI Printing Solutions
OKI Printing Solutions is a global business-to-business brand dedicated to creating cost effective, professional in-house printing solutions designed to increase the business efficiency. As pioneers in innovative print technologies from digital LED to High Definition Colour, OKI Printing Solutions has introduced a range of award winning, incredibly compact, fast and high performance machines.
OKI Printing Solutions presents a full range of A3 and A4 colour and mono printers and MFPs, for workgroups and businesses of all sizes. In addition our fax, POS and dot matrix printers complete our range of print solutions. These best in class products are designed to be easy to use making the job of in-house printing easier.
OKI Printing solutions is a clear number two in Europe in the A3 colour segment in terms of value and units shipped. The EMEA group employs 1,200 people in 21 production sites and sales offices and is represented in 60 countries throughout the region.
Strategy
The marketing strategy was based upon the following:
– Demonstrate benefits of A3 printing vs. A4 Printing
– Demonstrate cost benefits of MC860 – A3 MFP for the same price as an A4 MFP
– Demonstrate footprint/size benefits of MC860
Deliver this through visual delivery, simple messaging and integrated execution of a campaign which generates interest and contact through digital channels and incentivised response.
Objectives
– Generate leads for channel partners and ultimately sales
– Generate contact data for OKI to use in future campaigns
– Generate excitement and increase awareness of the MC860 with
dealers and potential customers
– ROI through user demand generation via incentive programme
– Increase market share in the A3 colour MFP market segment
– Improve brand awareness of OKI Printing Solutions
The Target Audience
SME’s, across the private sector including:
– A4 customers who are looking to replace their existing printer
– A3 customers who are looking to replace their existing printer
– Including Managing Directors, IT managers, Office Managers, PA’s, Financial Directors, Finance Managers, Operations Directors, Facilities Managers
Media/Channels Used
A creative platform was developed that communicated A4 Price, A3 Output’ alongside imagery that
demonstrated how much better things look when printed in A3. An integrated campaign was developed utilising the following marketing activities to drive traffic to individual micro sites for each country.
Activities were coordinated to produce maximum impact within each country. The campaign was incentivised to generate response. The incentive was displayed across all marketing media inviting respondents to enter a competition.
– Microsite – (www.mc860.com) to inform, engage and capture customer details
– eDMs – incentivised to drive customers to microsite
– Adverts/Posters/Leaflets – Awareness & lead generation by driving customers to microsite
– Web banners – Awareness and lead generation by driving customers to microsite
– PPC – In eight countries with maximum daily spend of £10 to target and capture customers interested in purchasing A3 printers
– SEO – microsite incorporated SEO for all participating countries to enhance organic search
– Collateral and spec sheets – sales support material
Timescales
The campaign was executed at different periods in each market after April 2009.
Client Testimonial
The launch of the MC860 was the first centralised pan-EMEA integrated campaign launched by the Marketing and Communications team within OKI Printing Solutions, and as such it was necessary to ensure buy-in to the campaign proposals from all OKI Operating Companies in the participating countries.
This required working very closely with The Think Tank agency to develop a campaign concept that would penetrate a number of marketing channels, ensuring a maximum return on investment, as well as maintaining strong and consistent messaging and creative, whilst remaining adaptable to local linguistic and cultural requirements.
This was the challenge we faced with this first centralised campaign and The Think Tank were able to deliver on this requirement by developing a creative concept that worked across the various geographies to capture audience attention through strong, impactful creative which remained consistent across the whole campaign, whilst allowing for local adjustments and additional local activities like events.
The combination of skill sets and a strong partnership between The Think Tank and OKI Europe contributed to a highly successful campaign and set the benchmark for future key strategic product launches within OKI Printing Solutions.
