EpsonCatching the Eye with Experiential
Epson was looking for a PR and social media agency to support a launch campaign for the new additions to its ColorWorks label printer range, launching at industry event Labelexpo.
Tasked with coming up with a fresh innovative way to drive footfall to the stand at the show, the Babel team decided that a mural made of labels from the new printer range would be eye catching, as well as something that would produce engaging social content.
Babel recommended partnering with mural artist, Sarah Hodgkins to create the event showcase. We worked with Sarah to design the mural as a tribute to the Belgian artist, René Magritte and his famous False Mirror painting. Babel project managed the build on location in Epson’s HQ.
To create social collateral, Babel worked with a videographer and photographer to produce the visual content as well as drafting the accompanying copy. The team also drafted the launch press release.
This visual project resulted in 14 pieces of coverage being secured across a variety of vertical media titles. This coverage was viewed by approximately 6.12 million readers. The mural was one of the defining images of the show and it put the ColorWorks range firmly on the industry’s radar.