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Epson Printers ‘Engineered for Speed’ advert

Agency: Albion

Client: Epson Printers

Albion, the digitally-led creative agency, has produced an integrated pan-European campaign to launch Epson’s new range of inkjet printers aimed at small businesses who demand great value highly reliable products.

To test the speed of the flagship model in the range, the Epson Stylus Office BX625FWD, Albion created the ultimate product test, bringing it together with one of the world’s fastest accelerating cars – an Ariel Atom (0 to 60mph in 2.7 seconds) –  creating a fully customised  ‘inkjet car’.

Engineers from Epson and Ariel worked together to form a unique partnership, and then raced the printer against the car around Rockingham race track in the UK to see whether the Epson printer could print a map of the track faster than the car could drive it.

In partnership with Top Gear director, Phil Churchward, and Rogue films, Albion devised and filmed the race.

The results will be shown on the ‘Engineered for Speed’ micro-site, as well as shared through social media channels.

The micro-site also provides further information about the race, including behind-the-scenes footage, as well as details of the product range and the option to click through to purchase products.

“Our business credentials span over 40 years - providing a range of technology, services and products to businesses of all sizes.  For small businesses, it is important for us to engage with them on a more personal and informal level, as well as on a business-to-business one, which is why we wanted to inject some fun into this campaign,” Executive Director of Marketing, Epson Europe, Rob Clark.

“We knew the race was going to be a close run thing. As a company we challenge ourselves to push the boundaries of what’s possible, and we wanted to show off the most exciting features of the product in an unconventional and engaging way. We’re looking forward to hearing the reaction.”

An Electronic Direct Mail campaign will offer small businesses a series of cash-back purchase incentives while also targeting trade stockists with Epson’s ‘shop-in-a-box’ point-of-sale offering. The campaign also includes blogger seeding and channel events across Europe.

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