CLIENT: This was for a pitch for Epson. The brand is a market leader with quality products. Quality and pricing of its world-class products places it above its competitor HP. We focused on the problem segments of home (printers and projectors) where it faced stiff competition from HP largely.

Epson is an enabler. It plays the quiet role of supportive friend and well-wisher.

PROBLEM/OPPORTUNITY (printer category): Wastage of ink, paper and time were the key pain points for printer category.

INSIGHT for printer category: Indian parents tend to say NO to most things. There are some old fears and some new ones. Today we have nuclear families and both parents are working. We find we have less quality and quantity of time to spend with our children. We need to maintain 'order' about the house with everything running like clockwork. We are worried about food getting wasted, children messing up or the hassles of last minute scrambling to do projects. We often find ourselves saying NO and we feel guilty for doing that.

We need our children to succeed at school, in extracurricular activities, as well as enjoy themselves with family and friends. How do we achieve all of this? How do we start feeling GUILT-FREE. How do we stop saying NO, and say YES instead? 

The IDEA: Say YES EPSON. Embrace learning anywhere, everywhere.

PROBLEM/OPPORTUNITY (projector category): For the projector category, we felt that family and friends rarely have the time to catch up with each other in today's hectic world. Weekly gathering, or trips to the mall, or theatre, is basically all the time that is available to 'bond' and have some fun. How do we create opportunities to share more good times and build memories?

INSIGHT for projector category: So how could we create exciting ways to build ideas around home entertainment? We wanted to offer the entire package of entertainment including offers on food, beverage and online content streaming (Netflix, etc) by partnering with brands that could help us create this delightful experience. We wanted to use an app for this. 

And instead of deferring fun and bonding we thought that that we would enable our customers to 'bring your big entertainment home' and share it 365 days with your loved ones. Now no need to go out looking for entertainment when you can enjoy it all from the comfort of your home. How do we start feeling GUILT-FREE. How do we stop saying NO, and say YES instead? 

The IDEA: Say YES EPSON. 'Cos everything is better shared.

EXTENDABILITY:
We wanted to create an app - Epson TANK UP. We would create engagement opportunities with the community. Ideas included hobbies - photography, cooking, social awareness projects (upload+critique+expert interactions+tips+contests). We also wanted to create a one stop destination for children with great ideas to source templates which they could print out, project formats, contests and DIY videos. To name a few...

Epson POV: Youth channel.
We wanted to create an engaging youth channel where our young minds could express their thoughts on various topics like music, entertainment, hobbies, culture, projects, social awareness, social issues, friends, peer problems, politics, etc.

THE BIG PICTURE:
The role of Brand Epson in a larger context. In a larger space. Taking a strong global position of engaging leadership. With ideas to build individuals+communities.
Epson Collaboration Series.

STAYING CONNECTED:
'365 Days Engagement' with the audience, to sustain the thought leadership stance.
Highlighting international holidays, and country specific important events, special dates, news, etc.