Epsonality

Objective

Epson America launched an interactive campaign in October 2007 to address consumer confusion about printer model selection. The campaign introduced 'Epsonality'—a concept linking printer choice to users' creative needs and printing behavior. The business goal was to guide consumers toward printer models best suited to their individual use cases while driving product awareness and sales.

Solution

Users visited epsonality.com, where an interactive quiz used slider controls to assess their printing preferences across categories including printer use, type, printing activities, and budget. The quiz dynamically matched users to personalized printer recommendations based on their unique 'Epsonality' profile. Animated storytelling showcased printer features like Wi-Fi connectivity and custom CD/DVD printing. In September 2008, Epson expanded the campaign with an interactive widget that let users 'feed' their Epsonality through interest categories (entrepreneurship, design, crafts, scrapbooking, photography). The widgets were distributed across premium publisher placements including Forbes.com, Inc., MSNBC, The New Yorker, Pandora, Reuters, Slate, Vanity Fair, and Wired. The campaign integrated TV, print, outdoor, and online channels.

Results

Epsonality received a Communication Arts Webpick award.