Open your eyes
Epson is a significant innovator in augmented reality smart glasses. The company is focused on the enterprise market, acknowledging that consumer adoption is some way off. Unfortunately, the market has been tainted by the failure of Google Glass and Epson needed a campaign, centered on a launch at Mobile World Congress 2016, that would open peoples’ eyes to the potential.
Recognising that Epson’s market for augmented reality smart glasses was firmly with a range of vertical sector business markets, we asked Epson to take a bold step and ignore the traditional technology media. Instead we turned activity and attention to sector media – those titles that would be directly consumed by the relevant business users. This was a campaign strong on thought leadership and issues jumping, but one combined with the ‘touch and feel’ of live demonstration of actual implementations.
The campaign culminated in the launch of Epson latest smart glasses, the Moverio BT-300, at Mobile World Congress. The press conference was standing room only, the stand was packed, the media coverage numbered many hundreds of significant titles around the world and most important of all, the campaign generated significant new business opportunities. It was one of Epson’s most successful ever launches and has reignited the market for augmented reality glasses.