In 2015 consumers did not have a clear idea about where to buy toner cartridges, or at least their mental checklists weren’t simple. The market was divided between a few specialised retailers and the rest was served by home appliance stores and online giants like Alza.cz or Mall.cz.
The aim of the Gigaprint.cz campaigns was nothing unusual, but not an easy one to achieve—to maximize the company’s annual growth rate, get ahead of their competition, and become the market leader. That’s some ambitious plan on a tight budget.
Our creative and media solutions were just as simple. Straightforward creative work and massive TV sponsorship impact were aimed at leaving the audience with a single key message: Gigaprint.cz = toner cartridges for all printers.
I have to admit that initially we weren’t so sure about running a sponsorship campaign. We had never communicated this way and we had high yet unclear hopes for it. But you convinced us with your electrifying and original creative work which was, in fact, so simple and straightforward that we readily believed it would succeed.
I am glad we were not mistaken. The campaign that you ran for our online store GIGAPRINT.CZ worked out great—we attracted new customers from groups that we weren’t even primarily aiming at. Thank you for your cooperation and we are hoping to see even more of its positive results in the future.
