Our challenge was to develop a positioning for the newly merged Konica Minolta and make them stand out amongst an imposing competitive set.

Developing a brand that created stature and inspired consumers, businesses and trade, we clearly positioned Konica Minolta as a leader that is future focused and results-oriented. We helped KM re-define themselves as a single company committed to providing 'Amazing quality imaging through practical, intuitive technology'.

Our central idea was simple: Make Ordinary Extraordinary. We developed a completely integrated campaign based around this idea – that with the right inspiration, even the most simple and mundane things can be turned into the extraordinary.

We launched a phased campaign: 1) Sell in the new positioning to staff/trade; 2) Establish credentials in the marketplace; and 3) Drive consideration through more product-focused communications.

The brand campaign was launched in Aug ‘04 with a sixty-second TVC, brand press, and outdoor signage. It was supported by online activity, sponsorships, merchandise and events, demonstrating that everything KM does is truly extraordinary.Product-specific TVCs and press followed, along with direct mail, product brochures, in-store displays, dealer programme and sales support materials.

This was a truly integrated campaign with a clear, consistent message – Make Ordinary Extraordinary, with Konica Minolta.