EcoTank truck billboard
campaign

The Challenge

Epson approached us to create collateral for a campaign to promote its EcoTank range of printers to schools and universities in three cities across Tunisia. The challenge was to get the message out about EcoTank printers in a ‘back to school’ context to consumers with school-age children and university students, to create marketing collateral that would have the highest impact and be appropriate for the territory.

Epson wanted to project the message that EcoTank printers are ideal for education needs, offering a more environmentally friendly printing solution that’s value for money—EcoTank does not require expensive ink cartridges and is supplied in this campaign with 17,000 pages of ink.

Epson was delighted with the campaign collateral that we created and considered the campaign a great success. We understand the value of OOH campaign (print and digital) as an important component of an overall marketing strategy.

We know that as populations grow, OOH is becoming more powerful. While other media are fragmenting, OOH keeps broadcasting and gaining audiences—research from Nielsen shows that 86% of people agree that OOH advertising makes brands stand out.

Every marketing campaign must be optimised for the greatest impact on its intended audience, and it’s no different for OOH. The people shown in any campaign must be authentic, to reflect the local population and culture, and copy should be in local language. For this Tunisia campaign the billboard copy was in French and the young people pictured were of North African Arab heritage.

Intelligent and sensitive localisation is vital with all marketing collateral, especially when cross-culture, either appealing to many audiences or tailored for a very specific audience segment. Getting localisation, and transcreation, right can engage whole new audiences for businesses and brands, opening up new and lucrative routes to market.