Content production for Epson

Our content production competency has grown by 250% in the last two years. Our first project, a behind-the-scenes documentary tracing Ferrari’s quest to build the 2014 turbo F1 engine, was viewed over 750m times around the world. A special project for Epson in 2017 saw us partner with Sky Sports F1 and Mercedes to generate more unique content for the client.

Client brief

Crunch was tasked with the role of being the specialist Formula One communications focal point for Epson’s global team, from which all markets could leverage Formula One communications activation. This had a specific focus on the development and implementation of PR plans, programmes and content for Formula One activities in a new, engaging and innovative way.

Following on from a TV commercial in which Lewis Hamilton ‘gets inked’ to mark the launch of Epson’s EcoTank printer, we sought to create engaging, instantly shareable branded content for TV and digital channels. This focused on positively relaying Epson’s key messages in relation to its partnership with Mercedes-AMG PETRONAS Motorsport.

The result was that Lewis Hamilton got the chance to turn the spotlight on Formula One media in a light-hearted quiz format with a very colourful twist. Lewis tested media guests on their Formula One knowledge, with the threat of an ‘inking’ in the Epson ink tank looming for those who failed to make the grade.

Teaser footage was shared across Sky digital channels in the lead-up to and during the Belgian Grand Prix. Footage included a short version of the Friday evening ‘F1 Show’ and the main feature ran during the Qualifying show on Sky. This was reinforced with an online article to coincide with Lewis’ 200th race weekend, which pointed towards the tease and main feature online as well as on demand.

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