THE BRIEF:

Oki Data, the printer company, had an image problem: the "black-and-white printer company" -- only. And they had a color printer brand share problem, too: a pretty sad number 13, due to perception and lack of marketing $$$. What could move share outside the traditional big-bucks-big-buys TV and brand advertising realm?

THE SOLUTION:

  • Direct targeting to a variety of purchasers, resellers and influencers
  • Demonstration of superior OKI color with an inclusion of innovative and irresistible offers
  • Campaigns included:
    • Reseller rewards
    • Reseller redemptions
    • C-level decision maker CRM programs
    • Small business aquisitions
    • Fortune Magazine "Top 100 Company" Congratulations Campaign

THE IMPACT: