Hunt Lascaris recently launched a "Count on Us" radio advertising campaign for Kyocera Mita South Africa (KMSA).
Kyocera, renowned for its successful television Eskimo ad campaign in 2006, has now won Creative Circle radio "Ad of the Month" for January 2008 for its "Broken Telephone" ad - judged every month by an appointed advertising panel.
Hunt Lascaris conceptualised an innovative, creative and clear-cut radio campaign that cleverly communicates the message - "Count on Us". The scene is set, six children playing broken telephone, each child having to repeat what the previous one whispered in their ear. The last child unfailingly repeats the message... "Send reinforcements, we're going to advance" - synonymous to the reliability and durability of Kyocera's machines.
"In addition, the ads demonstrate how efficient and reliable the machines are in producing perfect copies and achieves a tone of intelligence, wit and sophistication, rather than mere slapstick humour," says Jody Harrington, marketing manager at Kyocera Mita South Africa.
Although trying to creatively conceptualise adverts for the copier and printer industry can be rather challenging, Hunt Lascaris has managed to create an ingenious radio campaign for Kyocera, which culminates in clever analogies that are simple and to the point - proving that it can be done!
"We decided on radio, as it's a powerful, high-impact medium reaching our desired target market. Because of its immediacy and impact, we chose to take this route which has demonstrated its success through the award we won, once again reinforcing Kyocera's reliability!" says Harrington.
Kyocera... works perfectly every time!
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Kyocera Mita is one of the world's leading office document solutions companies. The product range consists of printers, multifunctional systems, wide format devices, parts, supplies and efficient office output solutions. Kyocera Mita provides innovative products with superior printer controllers, built on a foundation of long-life components, allowing it to offer its customers low total cost of ownership and high efficiency in any workplace. Kyocera Mita has 12 160 employees worldwide. For further information, visit www.kyoceramita-europe.com.
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