Keep peaking in newsless seasons
Epson
Keep peaking in newsless seasons
Getting attention at the launch of a new product or service is child's play for brands with innovative services and products. But how do you stay in the spotlight in a world that is advancing at lightning speed? The Epson EF-12 beamer has been on the market for a while, and yet we managed to peak interest thanks to an efficient ‘TV anywhere’ campaign.
Social media, digital marketing, influencers, media, retail partners, it’s already clear from the very first brainstorming session that this campaign needs a smart marketing mix with different channels in addition to an original approach. But the main KPI of Epson Belgium, supplier of inkjet printers and projectors for B2C and B2B, is to grow the number of followers on Instagram by 20%. Spoiler alert: we widely surpass this target.
Memorable night in "the heart of nature"
We rent several VIP cottages at Terhills Resort Center Parks, where we install Epson beamers and provide everything to experience Belgium’s important first football game at the World Cup in Qatar.
For two of the cottages, we invite influencers, namely Kristof Hoefkens (+30k followers) and Loïc Van Lang (+25k followers). For a third cottage, we organize a competition on Instagram, which we boost via digital marketing. The winner is chosen from over 1.100 participants, and he/she can attend the game with some friends. Everyone gets to stay overnight, in the morning we provide a delicious breakfast.
Before, during and after the match, attendees in the cottages report extensively via Instagram and TikTok; afterwards an Epson EF-12 is given away on each of the three popular Instagram channels.
KPI comfortably met
The ‘TV anywhere’ campaign is a success for several reasons:
As far as the client is concerned, the campaign is worth repeating, and even bigger and more extensive than it was now, with extra cottages for media, resellers, partners and employees. More publicity can be made - if necessary - through partnerships with relevant media, something the client ultimately did not find necessary for this first edition. The idea is also perfectly scalable to other countries and events.
All Colors was commissioned to promote our Epson Epiqvision mini home cinema projectors during the period surrounding the World Championships. They came up with the brilliant idea of offering influencers, among others, a stay in a beautiful resort. From A to Z, everything was taken care of by All Colors, and the promotion turned out to be an astonishing success!
Inge Bruffaerts,
Channel Marketing and PR Manager at Epson Belux.
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the success of a story depends on what you do with it
Reaching KPI's - that's what it's all about. We are one of the few agencies in the Benelux to combine the strengths of PR, (digital) marketing, content and design in-house. This gives us the opportunity to translate the most complex questions into successful result-driven campaigns.