Roland DG is the category leader in wide format inkjet printers. Their Versa Works “RIP” software virtually created the large format industry. Along the way, others have joined the fray, but Roland is still regarded as the market leader. When it had become time to make sure their communications carried the same gold standards they came to HEILBrice. We leveraged that category leadership by making sure that all our materials clearly communicated the Roland Brand as well as standing out in the crowded, redundant B2B environment.
Roland DGA asked us to build a complete launch program for their newest printer: the Soljet EJ-640. It was designed to address the growing competition head-on with faster speeds, lower cost and greater reliability. First, we collected digital and traditional advertising on major trade publications for comparison. Unsurprisingly, they all looked the same. Each one is cluttered and packed with so much cookie-cutter information that there was no single message that stood out. In fact, there was no single brand that stood out. Roland needed to stand out. So we looked to leverage Roland’s established identity while adding some personality to the mix. We focused on bold, impactful images and messaging while providing them with several distinct campaign options.
The result was a bold, graphic success. We created edgy and aggressive headlines that graphically mimicked the look of their iconic logo. Coupled with important infographics and a clean, uncluttered look we gave them a campaign we were all proud of. We also learned that next time we try to shoot a large, reflective, metallic instrument–book the larger studio. 🙈
HOW WE PARTNER WITH ROLAND
- Brand Book & Style Guide
- Product Launch Strategy
- Creative Development for Launch
- Media Planning
- Creative Tactics Including Video, digital display and videos, e-blasts and Social Media Templates
- Promotional Development and Execution
- Trade Show Materials
The results were overwhelming
before the ink was dry
The campaign resulted in positive sales and generated a lot of buzz in the print industry. The EJ-640 became a popular model for digital print shop owners who were looking to expand their business. Today the EJ-640 remains one of the top performing models from Roland DG.