AWARDS:
The Drum Marketing Awards
Finalist for Integrated Campaign
of the Year B2B
GDEA (Global Digital Excellence Award)
B2B Organic Social Media
Campaign of the Year
B2B Finalist for Integrated
Campaign of the Year
Gerety Awards
Shortlisted in the B2B category
Dot Comm Awards
Platinum Winner:
Integrated Marketing Campaign
16 Platinum in individual categories
3 Gold in individual categories
5 Honorable Mentions in individual categories
CHALLENGE:
Ricoh N.A. helps customers digitize and leverage information but struggled with an outdated brand perception focused on printing hardware. Despite a growing focus on software services, only 47% of their target audience recognized this shift. Ricoh needed a bold new brand narrative to reposition itself as a digital information expert. The campaign aimed to increase engagement with striking visuals and compelling storytelling, making Ricoh stand out in a crowded market and encouraging prospects to explore its software and services.
SOLUTION:
Ricoh N.A.’s evolution from legacy hardware manufacturer to information integrator came to life through three letters: TMI, or “too much information.” We turned this idea from a negative into a positive, showing that there’s no such thing as too much information. Once it’s structured, TMI can lead to endless stories, countless solutions, more human experiences, and powerful business results. This bold stance serves as the foundation to communicate how Ricoh can unlock the power of information for business success across priority industries of retail, healthcare, and finance. Language, colors, graphics, photography, and illustration were updated to bring a dynamic spirit to a typically dull corporate space.
RESULTS:
• Drove 32,982,015 million impressions
• 2,398,372 million Video Ad completions
• 100,639 Web Sessions
• 255 Content Downloads
• 2,064 Landing Page events
• 1,207 Landing Page Video completions
• 98% growth in page views of Ricoh’s Digital Solutions & Services
• 7% above average click-through rate on social media
• 48% above average click-through rate on campaign landing pages
VIDEOS
DIGITAL DISPLAY
SOCIAL
WEBSITE
MICROSITE
INFOGRAPHICS
EBOOKS
CHALLENGE:
Millennials no longer wear pantyhose, rendering the iconic brand,
No nonsense, irrelevant, and old-fashioned.
SOLUTION:
We resuscitated and reinvigorated No nonsense by masterminding a 360° overhaul appealing to a Millennial market. The complete rebrand launched with the social media-centric “Between Friends” campaign.
RESULTS:
•Big box shelf space was expanded by 11%
• Over 30,000 women entered the social media contest, sharing their photographs, videos, and stories about their No nonsense friendships. • Facebook page jumped from barely 1K to over 50K in 6 weeks
• The redesigned video-rich, editorial-style e-commerce site saw a 300%+ increase in sales
VIDEOS
PRINT ADS
DIGITAL
WEBSITE
PACKAGING
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
CHALLENGE:
Information is critical for an NFL team. Through Ricoh’s partnership, the Philadelphia Eagles leverage Ricoh’s technical expertise, ensuring their document-related information is managed and delivered to the right people at the right time. We wanted to highlight our relationship with the Eagles and give our Sales teams something more compelling than a written case study.
SOLUTION:
We created a light-hearted series starring the Eagles mascot, Swoop, showcasing what Ricoh does best: capturing, connecting, and securing information.
RESULTS:
The videos outperformed our average engagement by 287.5%
VIDEO
ORGANIC SOCIAL
AWARDS:
ADC Global (Healthcare)
NJ Ad Club
CHALLENGE:
The residents of Jersey City were still going to Manhattan for their medical needs, and JCMC needed to convince them that not only was the level of care on par with NYC's, but they treated them like neighbors, not numbers.
SOLUTION:
A campaign that told the personal stories of residents and put a face on the care JCMC provides.
RESULT:.
Consideration grew by 23%
VIDEO
PRINT ADS
OOH
BANNER ADS
MICROSITE
CHALLENGE:
Printing United is the world's leading printing event, bringing together the entire print industry to showcase technology, solutions, and trends. With over 65 years in the market, Ricoh needed to reintroduce itself as a digital powerhouse, integrating our software innovations with our hardware technology to demonstrate how Ricoh provides a seamless workflow.
SOLUTION:
Why say it when you can demonstrate it—
We turned the entire booth into a giant application sample. All the artwork and booth graphics were reproduced on a Ricoh device. The "Information is Beautiful Art Gallery" plays off our TMI brand campaign featuring artists. We created an immersive experience with a center inspiration tower, original artwork created to showcase Ricoh's 5th Color capabilities, and Artist postcards for attendees to take.
RESULTS:
406 leads, up 33% from FY22. Generated $3.3M in contracts with an additional $5.8M in the pipeline from 64 opportunities. Held 14 press and analyst meetings, resulting in 29 articles and over 328k impressions in top-tier industry outlets, including What They Think, Printing Impressions, Inkjet Insight, DPS Magazine, and ENX Magazine.
VIDEOS
PRINT ADS
DIGITAL DISPLAY
EXHIBITION DESIGN
SOCIAL ACTIVATION
EDITORIAL DESIGN
THOUGHT LEADERSHIP
OOH
AWARD:
ADDY
CHALLENGE:
Cyberknife technology has become ubiquitous in cancer care; however, not all treatments are equal;
SOLUTION:
At St. Barnabas Hospital, world-class physicians are caring for you, not a machine.
RESULT:
The demand generation campaign resulted in a 38% increase in patient consultations
PRINT ADS
VIDEO
BROCHURE
Shortly after 9/11, I launched Lubna | Palestine a non-profit to combat racist stereotypes of Palestinians, Muslims, and Arabs. Merging my passions for social justice and Palestinian embroidery, I founded a fair-trade accessory and apparel brand inspired by my heritage. We employ Palestinian refugee women in Jordan and the West Bank, where the unemployment rate is over 40%. Each hand-embroidered piece takes 2-3 weeks to complete. We have customers from Denmark to Dubai, and our collection was featured in The International Herald Tribune, Glamour, Marie Claire, Grace, and New York magazines. Boutiques in The U.S., Jordan, Lebanon, and Japan have carried the line.
PRODUCT DESIGN
WEBSITE
BRAND IDENTITY
PACKAGING
SOCIAL MEDIA
A new fast-casual chain integrates Turkish, Greek, and Lebanese cuisine. The vision aims to rescue this fresh and succulent cuisine from the stale reputation fostered by uninspired and greasy falafel and gyros stands. In the first month of opening,
Meze Grill drew lines that stretched down the block.
BRAND STRATEGY
NAME
IDENTITY
WEBSITE
RETAIL DESIGN
AWARD:
Dot Comm Awards: Honorable Mention
Every year on March 8, International Women’s Day inspires people everywhere to celebrate women's social, economic, cultural, and political contributions and achievements. The day marks a call to action for accelerating gender parity and a more inclusive world.
Ricoh is committed to fostering a culture of diversity, inclusivity, and equality. Each year, Ricoh celebrates IWD by hosting a panel of inspiring women who speak to team members, clients, and friends.
AWARDS:
Global Healthcare Campaign of the Year,
NY Festivals
AWARENESS:
Visiting Nurse Service of New York offers state-of-the-art home health care services yet suffers from a lack of brand recognition and awareness.
SOLUTION:
The campaign zeroes in on the emotional vs. the purely promotional. It brings to life that “Oh Sh*t” moment when caregivers suddenly realize they need help and don’t know where to turn.
RESULTS:
The contextual campaign ran on taxis, bus shelters
and telephone booths put VNSNY on the map and raised consideration over 30%.
PRINT ADS
VIDEO
OOH
POP
WEBSITE
BANNER ADS
Holman Enterprises is a billion-dollar business in the automotive industry. It needed to rally over 7,000 employees in five countries to embrace its new strategic mission and company values, “The Holman Way.” We put the CEO and Director of the Board on a metaphorical roadshow to bring their vision to life. They broadcast the six videos on the company’s intranet and town halls, and colorful posters and swags were distributed to all offices.
POSTERS
VIDEOS
AWARDS:
Gold, Healthcare category
New York Festivals Advertising Award
CHALLENGE:
Every diabetic testing kit claims that its needles cause no pain. However, BD had created the world’s thinnest needle, and why say it when you can demonstrate it.
SOLUTION:
While experimenting, we discovered the needle pierces but fails to burst a balloon. BD’s claim stood out from the competition.
RESULT:
Once the campaign broke, pharmacies sold out of the kits in test markets, and the launch's success resulted in J&J purchasing the monitors.
VIDEO
PRINT ADS
DIGITAL
Facing competition from boutique-style hotels, Renaissance needed to upgrade from sterile to stunning. Their communications strategy had to resonate internally with franchisees and externally with consumers. The “Stay Interesting” position and tagline inspired franchises to create “Interesting” hotels and convinced consumers that Renaissance would make their “Stay” Interesting.
PRINT ADS
BROCHURE
POSTERS
Heads of State is a distinctive limited-edition catalog of artist Gavin Benjamin’s collection of portraits that recast African-Americans as European kings and queens. The large-format catalog was a collectible piece of art sent to collectors, curators, and gallerists.
