Today, Ricoh helps customers digitize, harness, and leverage information for better business results. But after 65 years in the office hardware game, it struggled to be viewed as a digital services provider. Research found that only 47% of tech and BPO decision-makers felt they were familiar with Ricoh, and the predominant “business description” was still around printing, hardware, and document management.

With a growing percentage of its business in software and information services, and ambitious goals to increase that number by 10–20%, Ricoh needed to shift its brand perception from legacy hardware manufacturer to digital information expert.

To do this, it needed to modernize and energize its brand and engage a new, digitally savvy audience with its offerings. Ricoh set out to increase interest and engagement and tell its story in a new way—breaking through B2B norms with an unexpected new campaign platform that defied all category norms.

Today’s businesses are overloaded and overwhelmed with more information than ever before, but that’s not necessarily a bad thing. When used correctly, information can lead to smarter decisions, better customer experiences, and greater business agility.

The idea: Change the perception of too much information (TMI) from a negative to a positive and position Ricoh as the information expert.

“We Love TMI” became the foundation of the campaign platform, showing how Ricoh can unlock the power of information for companies in various industry. The campaign platform’s bold, unexpected messaging and vibrant, colorful visuals helped Ricoh approach information and digital services in a way that stood out in a crowded, play-it-safe sector.

The strategy was grounded in a powerful truth: There’s no such thing as too much information.

In fact, information is a business’s most valuable asset. The problem is that 80% of business information is unorganized, unstructured, and inaccessible, which holds companies back from achieving their full potential. They need a partner who can help unlock the insights and learnings trapped within their information.

To see if this insight resonated with its target audience of tech, operations, and business process management decision-makers, Ricoh went straight to the source to conduct research. Interviews with decision-makers were complimented by conversations with stakeholders and analysts, group workshops, and plenty of secondary, cultural, and competitive research.

Starting in September 2022, “We love TMI” became Ricoh’s rallying cry through a category-defying multichannel campaign that included online video, social, display, audio, out-of-home (OOH), web, and internal communications.

Internally, it was used for all communications, including screen backdrops, presentations, and emails. Externally, it was applied to all advertising communications, web properties, and sales and trade events.

Content-driven display advertising and retargeting, audio in relevant podcasts, and digital OOH in select markets delivered the message to highly targeted audiences unused to being communicated to in this way.

Ricoh’s new campaign platform excited and invigorated Ricoh employees, prospects, and customers alike. It stood out from a traditionally conservative and dull sector with bold, attention-grabbing headlines and disruptive visual style, which included playful mixed-media animations; vibrant hues of red, orange, and purple; modern fonts; and authentic, natural photography.

FYI, TMI is a hit, proving that there’s no such thing as too much information. The results speak for themselves:

- 24 million impressions

- 98% growth in page views of Ricoh’s solutions and services

- 3x average time on campaign landing pages

- 6.5x time on retail and healthcare pages

- Above-average video completion rate

- 97% audio completion rate

- 48% above-average click-through rate on campaign landing pages

- 17% above-average click-through rate on social media