22 CATEGORY 12: Best product launch campaign
WINNER:OKI Printing Solutions AGENCY:THE THINK TANK CAMPAIGN:‘OKI MC860 LAUNCH’
KI Printing Solutions is a global B2B brand creating cost effective, professional in-house printing solutions designed to increase business efficiency. The printing organisation offers a full range of A3 and A4 colour and mono printers, and MFPs for workgroups and businesses of all sizes, as well as fax, POS and dot matrix printers. As pioneers in innovative print technologies from digital LED to high definition colour, the organisation has introduced a range of award-winning, compact, fast and high performance machines.
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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 1200 people in 21 production sites and sales offices and is represented in 60 countries throughout the region.
Creating a buzz A marketing campaign was created to launch the new MC860 A3 printer – focusing on its cost benefits, as well as demonstrating the benefits of A3 printing versus A4. The campaign aimed to generate leads for both OKI and channel partners, create a buzz about the brand and its new product, boost ROI through an incentive programme and increase market share in the A3 colour multifunction printer (MFP) market. The campaign targeted SME’s, across the private sector, including managing directors, IT managers, office managers, PAs, financial decision makers, operations directors and facilities managers. The campaign was executed at different periods in each market after April 2009. 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 marketing activities to drive traffic to individual microsites for each country.
Achieving global buy-in
In addition to the microsites, activities included the use of eDMs, print advertising, web banners, PPC, SEO and sales support material. All activities were co-ordinated to produce maximum impact within each country. The campaign was also incentivised to generate response. The incentive was displayed across all marketing media inviting respondents to enter a competition.
Sponsored by
The launch of the MC860 was the first centralised pan-EMEA integrated campaign launched by the marketing and communications team at 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 closely with The
Think Tank to develop a campaign concept that would penetrate a number of marketing channels. It was vital that the campaign also ensured maximum ROI, as well as maintain strong and consistent messaging and creative, while remaining adaptable to local linguistic and cultural requirements.
B2B Marketing Awards 2010 -
www.b2bmarketingawards.co.uk
This was the challenge OKI Printing Solutions faced with this first centralised campaign. The Think Tank delivered 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, while 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.
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