CHALLENGE: While Ricoh does business with 80% of the Fortune 500, it is primarily known as a hardware provider. Ricoh needed to change this perception among C-Suite, VP, and Director-level technologists, who do not consider it a digital solutions provider.
SOLUTION: Ricoh needed to make a bold impression to shift perceptions. What better place than SXSW, the nexus of tech, film, music, education, and culture? Inspired by our brand campaign, We ❤️ TMI, we leveraged our love of information into four brand activations.
RESULTS:
INFOMANIA: We pre-recorded the inimitable Ken Jennings asking questions in a Jeopardy-style game hosted live by his super-fan Ben Jennings. Winners received a "TMI is Fun" game and a tote.
DIGITALMANIA: Attendees created AI-generated Austin-style murals with the help of two AI artists. The murals were then projected onto a billboard-sized screen. They were photographed and encouraged to share on their social media channels with the hashtag #RicohSXSW.
600,000 impressions on social media
2,281 attendees (exceeding goals by 190%)
41 C-Level and 29 Director-Level
137 existing customer accounts
TMI SUMMIT: We targeted our top accounts and invited their leading technologists to a day of thought-provoking sessions at the Texas Memorial Stadium. The sessions covered the use cases of AI, the Future of Work, and how to Turn TMI into ROI—over 50 customers and partners (representing $31MM of FY '23 revenue) attended. Multiple digital services sales discussions within key verticals were conducted. In a post-event survey, 100% of respondents said their perception of Ricoh changed. 95% of respondents said they would return if it were an annual event.
TMI IN THE SKY: Clients were invited to cocktails and dinner at the historic LINE Hotel Rooftop, culminating in a surprise drone show overlooking the Colorado River and the famous Bat Bridge. Tens of thousands of viewers throughout downtown Austin enjoyed the show, furthering Ricoh's image as a tech innovator.
Experiential Marketing
Thought Leadership
Social Activation