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Staples ‘That Was Easy’

Agency: McCann Erickson

Client: Staples

Leading office supplies retailer, Staples, has launched a new brand positioning campaign.

Created by McCann Erickson , it’s designed to enhance consumers’ experience and apply an evolutionary approach to its retail communications. 

A new strap-line, ‘That Was Easy’ will feature across a variety of marketing including through TV, press, online and, ambient media and a unique unusual outdoor campaign.

The new identity is neatly conveyed in the Easy Button, which, when compressed, features the reassuring tones of someone reminding you, ‘That was Easy’. 

Marketing and insight manager for Staples in the UK, Sarah Vickers,  said, “The campaign’s premise is based on making it easy for the customer, by improving service levels, product range, in-store signage, catalogue, e-commerce and customer service channels.”

Staples is trialling taxi advertising in Manchester and, Birmingham and bus-rears in over 12 cities around the UK, including the capital.    

In an unique twist, Staples will be giving away £5,000 worth of free cab rides – dubbed ‘Easycab’ - during the three- month campaign.

Online advertising will be supported on Yahoo!, AOL and MSN Messenger. Staples has also developed a microsite has also been developed, ( and the positioning will be repeating across all direct marketing material.
Outdoor advertising has been created by Staples and managed by Mediacom.

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