The core objective for this 2017 campaign was to make Epson the first port of call for business printers in Germany. Additional objectives included improving perceptions of Epson as an environmentally-friendly brand, and to grow long term sales. In achieving these goals, the target audience identified was that of key business decision-makers and IT decision-makers in German companies 10-200 employees.

Advance arranged the development of a custom-built hub on the site of one of Germany’s key financial publications. High affinity to the key target market made it this perfect environment for content – which was developed in conjunction with the publisher and sponsored by Epson. Content hosted in this relevant environment positioned the brand as a thought leader, while promoting its products and having a distinct ecological undertone – emphasising the company’s green values and eco-friendly credentials.

Strategic traffic drivers ran concurrently elsewhere, to draw potential readers to the content hub. These were overlaid with sophisticated data targeting systems, which increased the volumes of ITDMs in companies of a relevant size that were being redirected to the hub.