The only major printer maker to offer ink tank system printer EPSON, has won two major awards in the prestigious Marketing Excellence Awards, organized by Marketing Magazine in Singapore.
Epson received the Gold Award for Excellence in Marketing Communications and the Silver Award for Excellence in Integrated Marketing (B2B). The awards were bestowed in recognition of the technology giant’s innovative “ThINK Outside the Printer” campaign.
The Excellence in Marketing Communications category recognizes the best marketing campaign, initiative or programme that conveys compelling messages to its target audience while driving core business objectives. The Excellence in Integrated Marketing (B2B) category, on the other hand, recognizes the best organization that effectively engages its B2B partners through an integrated marketing strategy by employing a suite of marketing tools and media channels while driving core business objectives.
“We are thrilled to receive this recognition for our efforts from such a prestigious organization,” says Managing Director for Epson Southeast Asia, Endo Koichi. “Epson is redefining and challenging the printer category with the introduction of the original ink tank printers. The research data shows that ink tank printers are gaining market traction and disruption has started. We have a unique value proposition, what was needed in this region was a consistent message coupled with high brand and product visibility delivered through a cohesive media strategy.”
To stay focused, the “ThINK Outside the Printer” media strategy comprised print and out-of-home (OOH) advertising, in-store communications, social media, and SME event activations — all consistently implemented across the five countries where Epson has a presence; Singapore, Malaysia, Thailand, Indonesia, and The Philippines.
The campaign ran over two phases in 2014, with phase one lasting from February to April and phase two still ongoing, from July to December. Targeted at SOHOs and SMEs in the ASEAN region, the campaign also included the creation of a marketing video, titled ‘The Interview’, which garnered over 600,000 views on Epson’s YouTube page (400,000 of which were garnered during the first 3 days) and provided them with quantifiable data on their reach.
As a result of the campaign, Epson saw an increase in inkjet market share, in Q2 2014, up from Q1 2014. Epson also retains the number one market share position in the high yield segment.
