EpsonOpen your eyes
Epson presented us with a unique communications challenge: re-educate a sceptical industry on the potential B2B use cases of augmented reality smart glasses – a domain overly hyped by the introduction of consumer propositions such as Google Glass. While Epson was not known for its innovation in the smart glasses space, the company was launching the third iteration of its flagship product – the Moverio BT-300 – at MWC. We were tasked with building a campaign to generate awareness, support sales and reset industry perception.
Our communications approach was three-fold. The first step was to introduce media to Epson’s smart glasses expertise by creating a runway of compelling thought leadership in the run-up to MWC. The second step was to showcase Epson’s innovation through a touch-and-feel event, providing in-person demos of live use cases. Finally, the team focused on generating attendance to a press conference at MWC, where the Moverio BT-300 would be officially launched. This included live demos on the stand and a solid media relations programme across EMEA.
Epson’s own testimony proclaimed the product launch as its most successful, with a busy stand and genuine sales leads emerging as a result. Strong national and trade editorial coverage demonstrated Epson’s thought leadership, with more than 700 pieces of coverage over a three-month campaign, 120 media opportunities across EMEA, a successfully booked press conference and countless media briefings.