Our strategy was to engage end users and decision makers in an unforgettable way. So we placed oversized locks, clips and chains on garbage bins in bold cyan, magenta and yellow (which cued both printing and solid ink) in and around the city’s commercial and business hubs. We placed a product banner next to the garbage bins to convey a simple message that if you’re not using the ColorQube, you are destroying the planet faster. So do it a favour. A ‘solid’ one.

As this was done during lunch time when there was maximum pedestrian traffic and the bins were unusable for about two hours at a time, the message more than grabbed people's attention.Phone enquiries for the ColorQube went up by 43% within the first two days itself. Sales recorded by Xerox Resellers showed an 18% jump in the first week.