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The UV printer market is so competitive that even brand new product launches can struggle for attention. How could Roland DG create fame and consideration for its latest range, the TrueVis?
The opportunity was colour. Roland’s TrueVis offered outstanding colour accuracy, even when printing notoriously tricky oranges and reds.
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The idea? No one understands the full spectrum of oranges and reds quite like redheads. But most of us use only one word to describe it: ginger.
Introducing 50 Shades of Ginger, a campaign to celebrate the diversity and beauty of red hair. Using the TrueVis range, Fight or Flight created the world’s first Ginger Colour Index, finally giving redheads the language and confidence to celebrate their own unique hair colour.
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Our Ginger Colour Index launched on World Redhead Day, fronted by The Chase’s Jenny Ryan – who received her own dedicated shade. Jenny showcased all 50 Shades live on Good Morning Britain. We also scored hits in key trade publications and tier one titles from the Sun to the Daily Mail. And Roland DG even sponsored the Redhead Festival in the Netherlands.
Attention was one metric, but we also delivered commercially, causing a 92% spike in demand for red and orange ink and a $3.8m jump in printer sales.
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50 Shades of Ginger won The Marketing Society Best B2B Campaign and the Innovation award. It also scooped The Drum’s Grand Prix and best B2B campaign, as well as the PRCA’s Best B2B Tech Campaign and PR Week’s highly commended B2B award.
