A major imaging hardware manufacturer introduced color production scanning (i.e., scanning for businesses or departments that process thousands of pages daily) to a world that was decidedly content with conventional B&W scanning.
To introduce the new product in the proper context, we spoofed the box office hit, “Pleasantville.” Our booth was dressed as “Scannerville” and featured a light comedy video with a message about what happens to a “stuck-in-the-bitonal-ages-company” when “color” comes to town. The effort included in-booth demonstrations and one-on-one press interviews with all relevant magazines.
Scannerville became the talk of the show and generated plenty of post-show press coverage. One leading magazine referred to the product as “Best of 2003.”