Sustained Success

Bronze
CAMPAIGN
How Epson went from third to first, by diving into the blue ocean
AGENCY
Ogilvy & Mather
CLIENT
Epson
BRAND
Epson L-Series Ink Tank Printers
DETAILS
This is the story of how Epson in Philippines went from third in category to first by taking the most textbook, but riskiest challenger brand strategy – we boldly dived into the blue ocean.  We grew a tiny segment, ink-tank printing – that wasn't drawing an audience – but if successful, would be highly profitable. Despite ink-tank printers running at double the price, we targeted and resonated with Small and Medium Enterprises (SME) by letting them recognize the best of themselves in the product’s unique ‘external ink-tank’ design: printers that think outside the box to work harder and longer. The resulting ‘ThINK Outside’ campaign helped Epson turn also-ran to leader, by making ink-tank printing dominate the category through delivering an increase in sales of US$36.4M and doubling market share in just 3 years
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