Although Epson has long been using "exceed your vision" as the brand tagline, the recognition of the line and appreciation of what it means is not strong enough. Therefore, we … read morecreated charity events to demonstrate how Epson’s products help people exceed their vision in real. Using various Epson products, we launched interactive drawing classes among hospitals for the disabled children, who have restricted visions of what their life could be. They could interact with the virtual teacher and complete a drawing with simple tools and easy movement. The virtual teacher encouraged the children to draw a smiling face, then they could watch the drawn figure fly and experience lots of interesting things. The children would then receive a printout of their drawings with the message "Optimism lets you reach for new goals".
The children enjoyed themselves a lot, and learned that by putting their disability aside they could exceed the vision they previously had for their lives. This brand experience was widely shared online by them, helping the brand to establish greater awareness and goodwill, and brought the tagline to mass public in a memorable way. Moreover, many hospitals have since then shown interest in investing in Epson’s product for the education of disabled children. Epson has explored a new market segment for their product.
read less...
