The creative targeted photographers’ 'hot buttons' (superior image quality, archival 'sellable' prints, media variety, superior connectivity and speed) with this message: Insist upon Epson large format printers for affordable, superior-quality, 'sellable' prints.

There were 1,237 qualified leads in a saturated market — a lift of 93% over the previous response (different creative and strategy). Results occurred in a down economy where large-format photo printers could be seen as a luxury, not a necessity.