The problem facing Ricoh printers was that they had very low market share and very little brand awareness in the saturated Australian market. The brief from the client was to create an integrated direct marketing campaign that would raise awareness for Ricoh printers, get them noticed and drive demand for the brand in the future.

The other main objective was to position Ricoh printers as an efficient and effective buy for businesses. The primary target market for the campaign was IT managers, office managers and anyone else in charge of purchasing an office printer.

Ricoh printers are the best workers you can get in the office environment - they’re efficient, reliable and won’t go on long, boozy lunch breaks. To demonstrate this, seven comically unproductive office characters were created to highlight the difference between your average worker and a Ricoh printer.

The integrated campaign targeted IT and Office Managers and drove them to the getabetterworker.com.au micro-site through DM, EDM, print, radio, and an entertaining office game where you get to nominate fellow colleagues as the characters.

Please note, the campaign had only been live for a week when it was entered. Within the first week of launching the campaign, there were over 1500 unique visitors to the website. Over a third of these people then clicked through to the Ricoh product website for more information. The site also successfully engaged the target within the first week with over 400 people using the interactive to nominate a mate function to spread the campaign to their peers.