ARMOR launches disruptive communication campaign

January 28, 2021

The campaign will run through January and targets environmentally responsible people who cycling to work, eating organic food, etc.), but still use original cartridges.

ARMOR Print Solutions (ARMOR Group) recently announced the new campaign that is structured around five visuals and is being broadcast throughout January in both digital media and the press, and across the OWA brand’s reseller network.  

OWA (Our Way to Act) is the ARMOR range of eco-responsible reconditioned ink and toner cartridges and the campaign contrasts environmentally-aware individuals and their contradictory behaviour. It portrays men and women who show an environmentally responsible attitude in some of their daily activities (cycling to work, eating organic food, etc.), but still use original cartridges – even though solutions with a much smaller ecological footprint exist.  

“This campaign is intended to be both powerful and disruptive. It was designed to encourage users of print consumables to make an environmental commitment by choosing remanufactured consumables, an innovative solution within everyone’s reach,” explained Emmanuelle Travailleur, Trade, Marketing and Communication Manager at ARMOR Printing Solutions.  

… symbol of a turning point for the OWA brand

Illustrating OWA’s promise “Nothing is lost, everything is transformed”, this campaign is intending to reaffirm the positioning of the ARMOR group’s business model based on societal innovation, combining industrial and economic performance with respect for people and the environment. This new advertising chapter thus represents a key step in the development of the brand and confirms ARMOR Print Solutions’ desire to consolidate its position as a key player in the printing market, the company said.  

“We are very proud of the brand’s progress in this ultra-competitive market through our committed and pioneering positioning. The circular economy is at the core of OWA’s DNA, because we are convinced that innovation must be responsible and anticipate its environmental impact on society,” concluded Gerwald van der Gijp, VP & Managing Director of ARMOR Printing Solutions.  

Categories : Around the Industry

Tags : Advertising Campaign ARMOR Print Solutions Communication Strategy Responsible Strategy