Albion revs up Epson printer campaign

Albion has created an integrated pan-European campaign to launch Epson's new range of inkjet printers, which are aimed at small businesses.

The "Engineered for Speed" campaign tests the speed of the flagship model in the range, the Epson Stylus Office BX625FWD.

To do this, Albion set a challenge to see if one of the world’s fastest road-legal cars, the Ariel Atom, could do a lap of Rockingham racetrack in Northamptonshire and beat the printer, which would print a map of the very same track.

Jason Goodman, chief executive at Albion, said: "The 'Engineered for Speed' campaign has been created to engage the small business audience at both a rational and emotional level.

"We knew that a traditional business-to-business campaign just wouldn’t do that, so we set out to create a unique way to showcase both the speed of the printer, and the level of engineering that goes into each and every Epson product."

In partnership with 'Top Gear' director, Phil Churchward, and Rogue films, Albion devised and filmed the race.

The results will be shown on the Engineered for Speed microsite www.epson.co.uk/speed, as well as seeded through social media channels.

The microsite also provides further information about the race, including behind-the-scenes footage, as well as details of the product range and the option to click through to purchase products.

Rob Clark, executive director of marketing for Epson Europe, said: "For small businesses, it is important for us to engage with them on a more personal and informal level, as well as on a business-to-business one, which is why we wanted to inject some fun into this campaign."

Albion has also devised an electronic direct mail promotion for the printer, which will offer small businesses a series of cash-back purchase incentives, while also targeting trade stockists.

The campaign will include blogger seeding and channel events across Europe.

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