Speeding up the shift from laser to inkjet makes sense for businesses and the planet thanks to Epson’s new technology, but it makes for a complex set of reasons – that will only land if they’re made quickly.

Strategy: Drive consideration of this signature technology by making it simple to see the savings these printers bring to businesses and the planet. Heat-Free technology is Epson’s USP and, as such, deserves hero status.

Creative: Make the savings and the product feel iconic, with sharp visuals on expansive, cool CG landscapes, each delivering a consideration-worthy benefit – faster, saves energy, and uses less CO2. 

The Smuggle: Adding charm to a value message to disarm and surprise.

Lots of nods and smiles!

Ayleen Dunbar

European PR and Social Media Manager, Epson