THE TRUTH IS, a few years ago, nobody knew what the heck a BizHub was.
When two giants in the office equipment industry merged, one of the by-products was the Konica Minolta “Bizhub” line of multi-function copier/printers. Our challenge was two-fold: create traction in the market for the product, and at the same time, link the new product to a brand new company. And, oh, by the way, the competition is Canon and Xerox. The foundation of our campaign was a series of TV commercials that ran nationally on CBS golf programming, ESPN, college basketball and college football. We also did email marketing, search marketing and a specific micro-site that was integrated with the new Bizhub brand and personality.
TRUTH WINS:In the nearly 20 years we’ve had the Konica Minolta account (that’s right, nearly 20 years!), the brand has maintained its dominance in market share – standing at #1 or #2 in 29 countries.