CLIENT
Epson America
Keith Kratcberg, VP Mktg.
Jeffrey Marks, Dir.- Mktg. Comm.
Fabia Ochoa, Senior Product Mgr.
Annette Carrier, Senior Mgr.- Advertising
Claudine Wolas, Product Mgr.
Sarah Tehrani, Assistant Mgr.- Advertising
AGENCY
Mark Monteiro, Executive Creative Dir.
Ralph Palamidessi, Associate Creative Dir.
Philip Nicholas, Associate Creative Dir.
Peter DiChellis, Dir. of Planning and Research
Serafin Canchola, Sr. Art Dir.
Kelly Green, Group Account Dir.
OMD Los Angeles
SUMMARY
Although Epson was late to the 4X6 category, it still had high goals of gaining substantial market share and creating immediate demand and purchase interest. Positioning PictureMate as "the easiest way to free your photos from the prison of the digital camera" was a novel strategy. Combined with compelling creative, it yielded excellent results: 21% market share, No. 1-selling printer in the category, with 87% incidence of increased purchase interest.
