Epson is well established in the home entertainment market as a leading producer of home cinema projectors, having been the world’s number one projector manufacturer since 2001. Epson approached Torpedo to reimagine existing marketing assets for their home cinema projectors, including new visuals and campaign messaging.
One of the key messages was to position home entertainment projectors as a superior alternative to flat panel displays. This needed to integrate with Epson’s broader ‘Display Size Matters’ campaign which establishes the benefits of projectors over flat panel plasma screens in a wide range of situations, both business and consumer.
Launched to coincide with a summer of popular sporting events, which creates a surge in demand for large screen flat panel TVs, Torpedo worked with the team at Epson to create the ‘Step into the action’ media campaign, featuring viewers so immersed in the display that they feel they become part of the scene by literally letting you ‘step into the action’. This approach sets Epson apart from competitors which often feature elements from the display coming out of the screen to assimilate into the viewer’s environment.
To create the key campaign visuals, we conducted not just one but a total of four photoshoots to achieve the perfect combination of images. This involved researching different locations, shortlisting models and sourcing props to meet the requirements of the brief.
The project team worked together to create a whole suite of assets to support Epson’s European projector sales over the summer. These included brochures and point of sale items to create attractive in-store product displays, complemented by print adverts and a variety of online advertising banners in different sizes and languages to capitalise on multiple customer touch points via real-time bidding programmatic advertising.
The media campaign ran across five different programmatic media partners, who provided high impact advertising on android devices. With many consumers browsing via mobile devices, results proved an average of 15-20% of consumers clicking-through. Well above the industry average, with the campaign also generating over 50m Impressions.