Epson’s “ThINKOutside the Printer” campaign wins in Marketing Excellence Awards 2014


On the recently concluded Marketing Excellence Awards in Singapore, Epson bagged the Gold award for Excellence in Marketing Communications and the Silver award for Excellence in Integrated Marketing (B2B).These prestigious honors were awarded to Epson for their innovative “ThINKOutside the Printer” campaign.

A marketing campaign that effectively conveys compelling messages to its audience and actively engages its B2B partners, “ThINK Outside the Printer” was consistently implemented in Singapore, Malaysia, Thailand, Indonesia, and the Philippines. This media strategy is comprised of print and out-of-home (OOH) advertising, in-store communications, social media, and SME event activations. It ran over two phases in 2014, and its focus was on SOHOs and SMEs in the ASEAN region.

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Proof of the effectiveness of the campaign, Epson saw an increase in inkjet market shares, in Q2 2014, up from Q1 2014.

“We are thrilled to receive this recognition for our efforts from such a prestigious organization,” says managing director for Epson Southeast Asia, Endo Koichi. “Epson is redefining and challenging the printer category with the introduction of the original ink tank printers. The research data shows that ink tank printers are gaining market traction and disruption has started. We have a unique value proposition, what was needed in this region was a consistent message coupled with high brand and product visibility delivered through a cohesive media strategy.”