RicohÂ Europe requested that we look into designing an entire campaign around theÂ launch of three of their newly developed printers. The initial brief we received highlightedÂ Ricohâ€™s need to target the Graphics Arts and CommercialÂ Printing sectors as the key markets and to develop a campaignÂ with an overarching messageÂ of “The Next Era of Graphic Arts”.
A brief containingÂ terminology such as â€œBig Bangâ€ and â€œMarket Leadingâ€ inspired our team to develop anÂ intelligent and creative solution to command theÂ attention of the targeted industry professionals.Â Our â€œNew Dawnâ€ campaign solution was designed with a full visual identity, conceived to be scalable and workable across a number of levels and marketing channels. Using a â€˜Safariâ€™ theme weÂ created an environment for the campaign to exist within, and developed relevantÂ animal-themed characters to representÂ each of the three printers.
TheÂ printers became the Elephant (Ricoh Pro VC6000), Cheetah (Ricoh C7100) and theÂ Rhino (Ricoh C7100X) all of which had shared characteristics, traits and a physicalÂ resemblance to their chosen safari-based alias.Â OurÂ original concept meant these products were given personality and character and a unique position in a marketplace thatÂ is used to being dominated by larger industry players.Â TheÂ scalability of this campaign was highlighted and recognised when it was takenÂ up by several of the extended Ricoh Europe family including Ricoh UK, RicohÂ Korea and Ricoh USA. It was also used digitally across many formatsÂ including internalÂ communication videos and website marketing materials.