Case Study – Ricoh’s New Dawn Project

The Brief

Working with the launch theme “A New Dawn”, and incorporating campaign branding based on animals, the brief was to launch Ricoh’s range of ground-breaking digital printers in Europe.

Getting it right in the five month window from brief to launch was business-critical. Ricoh wanted to let its products do the talking and chose their European factory headquarters in Telford as the venue. The factory needed to be turned into an engaging customer experience with impact.

The launch would take place over a two week period. Different customer groups would be invited on alternating days. The set and surroundings needed to appeal to everyone from government buyers, printers, publishers, press and industry associations.

The Solution

On arrival, a welcoming hospitality area helped build the atmosphere and started to tell the Ricoh story. The hospitality area led into a purpose-designed conference set for the launch talks with seating and backdrop.

This flowed into live demonstrations on the factory floor managed by Ricoh’s product experts. Backdrops with AV installations were added to the factory floor providing support for product demonstrations.



The Feedback

The event hosted some 700 customers from 20 countries. It exceeded expectations and was described as “gamechanging”. Dr Peter Williams, Ricoh Europe executive vice-president and head of the production printing group, said it was “The next phase in our amazing journey.”.

“We are now getting a clear idea of how rapidly the market is opening up. The possibilities are very exciting! Every fresh conversation we have presents new opportunities.”

– Graham Moore, Director Business Development, Ricoh Europe