Epson bows personality-driven approach to consumer ed

To help consumers identify their 'printing personas,' the company's AOR coined the term 'Epsonality' for a new campaign and interactive quiz.

Which of Epson Canada’s many printers is the best fit for a prospective customer? It all depends on the individual’s ‘Epsonality’ – at least that’s the premise of a new brand awareness campaign breaking next week.

The novel marketing technique – created by Epson’s US parent co’s California AOR, Butler, Shine Stern and Partners – is designed to help customers overcome a confusing welter of model names and specs by identifying their own creative style and matching it to an appropriate printer. A microsite was developed to enable this process via a lighthearted interactive quiz whose stated purpose is ‘to help consumers establish their printing personas.’

‘We are inviting consumers to take a more active experiential role with not only the Epson brand, but also our individual products,’ explains Epson Canada marketing manager Tamara Walsh. ‘Rather than simply looking at features, we want our customers to see their printer a little differently and understand how certain products best meet their needs.’

The Epsonality concept is the key brand messaging in a new integrated campaign that will break on Nov. 26. DDB Canada’s Toronto office created radio spots, while Butler, Shine Stern did the print and online creative. Media buys in a variety of vehicles (not disclosed by MiC‘s deadline) are being handled by OMD Canada, also Toronto-based.