Created by Tag Idea Revolution, the campaign builds on Ricoh’s new global repositioning, centred around the tagline “Imagine. Change.”
The Canadian creative contains key messages derived from case studies from Ricoh Canada’s clients. For example, the copy on one ad says, “If we can help small marketing firms increase sales by an average of 10 percent, imagine what we can do for you,” while another reads, “If we can show a major insurance company how to save two million dollars a year, imagine what we can do for you.”
“People don’t want to just hear about your solutions, they want authenticity,” said Matt Orlando, president of Tag Idea Revolution. “If you say you’re all about solutions and you can save money or increase productivity and efficiency, well show me how you’ve done it.”
The campaign targets at three audiences: the C-suite, with messaging that focus on profitability; IT managers and communications specialists, with ads that show how Ricoh can make their jobs easier; and small business office managers, with messaging that centres on how to run their businesses more efficiently.
“Ricoh provides a tremendous range of services and often our expansive footprint in the hardware world can overshadow that,” said Dan Newman, director of corporate communications at Ricoh Canada. The creative “points to real-world instances that go far beyond the scope of what people might traditionally associate our brand with.”
The campaign focuses on the Greater Toronto Area. The media buy includes a 14 X 48 digital billboard on the Gardiner, a GTA polybag insert in Purchasing B2B magazine as well as a sponsorship of the publication’s annual salary calculator, and online ads on TheGlobeandMail.com, FinancialPost.com, LinkedIn.com and Spiceworks.com. Viewers who click on the ads are taken directly to the case study on Ricoh.ca, “where they can see the plan in action,” said Orlando.