| Title | THE JACKPOT PRINTER |
| Brand | BROTHER |
| Product / Service | BROTHER PRINTER |
| Category | A03. Best Product Launch/Re-launch/Shopper Marketing |
| Entrant | LEAGAS DELANEY SHANGHAI, CHINA |
| Entrant Company: | LEAGAS DELANEY SHANGHAI, CHINA |
| Sales Promotion/Advertising Agency: | LEAGAS DELANEY SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Kevin Lee/Adams Fan | Leagas Delaney Shanghai | Creative Director |
| Tianli Liu/Zhanglei/Kevin Lee | Leagas Delaney Shanghai | Art Director |
| Adams Fan/Ryan Falch/Kit | Leagas Delaney Shanghai | Copywriter |
| Ling Meng/Rowan Tang | Leagas Delaney Shanghai | Designer |
| Tianli Liu/Zhanglei/Kevin Lee | Leagas Delaney Shanghai | Typographer |
| Heartwear | Heartwear | Programmer |
| Lydia Liu | Leagas Delaney Shanghai | Agency Producer |
| Attic | Attic | Post Production |
| Chye Yee | Attic | Post Producer |
| Tanli Liu/Kevin Lee | Leagas Delaney Shanghai | Editor |
| Tanli Liu/Attic Post | Attic Post/Leagas Delaney Shanghai | Motion Graphics |
| Edward Dai/Jacob Johansen | Leagas Delaney Shanghai | Account Servicing |
| John Wan Fleet | Vo Talent | |
| Lisa Li/Wang Jiaxi | Hush Studios | Sound Studio |
| Xie Cheng Zhi | Attic | Dop/Cameraman |
Brother wanted a product demonstration to show its super fast and superior quality printing.
We created The Jackpot Printer, a 3-meter tall slot machine. Three Brother printers were placed in the machine. They replicated a slot machine’s spinning reels. Just like a real slot machine, all you had to do was strike the same combination and you’d win big. People simply pushed a button and witnessed Brother’s super fast and superior quality printing. Plus, those who got lucky walked away with a great prize.
The Jackpot Printer was mentioned in few hundred thousand social media messages and we gained more than 12,000 new customers.
Brother needed a product demonstration to show consumers why it is superior to other printers. We felt that a printer demonstration would be really boring, so we needed a way to engage people. We aimed to entertain and reward people while showing them why our product was superior.