The client needed to engage with education sector to affirm the brand’s appeal and reverse certain misconceptions and common untruths regarding ‘office-sized’ print devices.
Type - Brand Activation
RISO wanted to break the common misconception that office colour machines are usually expensive to lease or buy, slow and have more to go wrong. Their range of units actually give more back in being super fast, with very low downtime, low colour cost and superb eco credentials.
The memory hook was so good that a year after the end of the campaign people were still asking about the green monster toys.
The initial idea was that they wanted to create a “bad guy” character or monster that appeared to steal or actually “eat” the end-user’s print budget. We suggested the monster could be chased away by a “good guy” character as they already had stock boxes of branded purple squeezy toys that were handed out at shows. These would become the good guys that would trap the print monster and thus save the print buyer money.
The way we portrayed the characters was two fold as one already existed as a real toy and the new one needed working up from nothing. We had to develop a 2D version of both to tell the story in print, email campaigns and on various displays. Then once the momentum took hold the 3D monster was developed and produced en-masse for the forthcoming events.
The campaign lasted for nearly 3 years and was a popular theme for both the sales team and the visitor alike. So much so that a year after the end of the campaign people were still asking about the green monster toys.