This campaign is aimed at a simple target audience: individuals and professional environments with outdated printing and scanning solutions.
This target audience will generally fall into a size range: home office and small office up to mid-market. The targeting will be horizontal with a specific focus on corporate environments.
In our marketing, we will start by introducing the deficiencies of dated technology. Instead of establishing this in terms of age, we will focus more on features, emphasizing modern-day office quality of life. Things like efficiency, cost-savings, reliability, and connectivity.
Visually, we will establish this by comparing cliche, old hardware against modern Brother products.
With our marketing, content and visuals, we will help potential buyers identify and critically assess their exiting solutions. Key differentiators that will lead to conversions are: efficiency, cost of operation, office connectivity and ease of use.
We will create an ideal office that prospects aim for. The modern office consists of modern technology that not only improves the quality and efficiency of work, but creates an impressive, higher quality of life around the office.
OUTDATED IS OBVIOUS
With this concept, we take a more humorous, satirical approach to generate attention and get our messaging across.
Instead of leading with hardware images, the designs will lead more with contrast-heavy photo manipulations. Example: in a meeting, everyone is using modern laptops while one person, who is dressed in 80s or 90s business attire, is using a laptop from that era.
The visuals and content are, initially, more attention-grabbing with the goal of getting eyes and generating interest. From there, we establish client profiles to help drive them toward specific printers to improve conversion rates.
The landing page opens with a simple, yet gripping header. The imagery and design is retro and comical, guiding the viewer down the page to learn more.
Throughout the page, we will use satire to show outdated things sticking out like sore thumbs as a type of visual metaphor. The content will become more specific below the fold, establishing that printers are often the last to be upgraded items.
From there, we talk about why printers need to be upgraded, establish key modern-day features, and establish client profiles to push specific printers based on use-case/business goals.
The flyers will follow a similar approach to the landing page. There will be a satirical, humorous title that then drives down into the products and benefits.
Much of the purpose will be to help identify common difficulties when using old printers and how new printers can eliminate those problems and improve general QoL around the office.
GOOGLE DISPLAY ADS
This concept offers a huge strength with Google Display ads. With humorous, attention-grabbing visuals and simple, funny supporting text, we can expect interaction that drives toward the landing page.
When it comes to remarketing, we can go a little lighter on the humor and begin pushing specific products or general client profiles to help establish a use-case identity to convert off of.
SCARY STORIES TO TELL IN THE OFFICE
This is a heavily pop-culture and humor influenced take to elicit more interaction.
With this concept, we lean on popular horror movie tropes as well as pop culture references to some of the most popular (and recognizable) movies from the genre. We combine these with allegories and metaphors to help connect disruptive, outdated printer/scanner solutions with an underlying tone of an office horror story.
The visuals will be a clash of popular horror visuals (re: zombies, vampires, werewolves, etc.) with office tech. Often, the tech will be anthropomorphized to go along with the horror trope.
The landing page begins with an immediate callout to one of the most popular horror movies ever: Night of the Living Dead.
Except this time, it's a crappy printer.
It's all downhill from here: imagine your outdated office tech is literally you worst nightmare, coming to life as zombies, ghouls, vampires and other creatures of the night.
With a color palette that harkens back to the bygone era of '70s and '80s horror movies, the viewer will feel like their getting a classic theater experience while perusing for their next office printing solution.
The flyers will follow a similar approach to the landing page. Each one will feel like a throwback to a classic movie poster, like Gremlins or Halloween.
There will be some clever analogies from whatever horror trope to the products/solutions we are trying to push. Generally, the imagery and colors are used to snatch attention, from which we will quickly turn to the conversions.
GOOGLE DISPLAY ADS
Google Display Ads are the playground for this concept. We can run literally dozens of variants using popular horror ghouls and baddies to create a fun, interactive visual identity.
Even with remarketing, there are very clever callouts we can play with such as: "is that zombie still following you around? Click to figure out how to get him out of your office."