An award-winning B2B product story, with the flair of a B2C launch
Roland DG’s latest TrueVIS printer range can print the most vivid, accurate colours – including the notoriously tricky oranges and reds. How could we demonstrate that product truth in an attention-grabbing way?
No one understands the subtleties of reds and oranges quite like redheads. From strawberry blonde to fire-engine red, the global population of redheads covers a wide and diverse spectrum. But many of them are stuck with a one-size fits all word to describe their hair colour: ginger.
An opportunity arose for Roland to change that, utilising the power of Roland DG’s TrueVIS range. What followed was a journey through media, social, broadcast and even a festival…
50 Shades of Ginger: Colour Index
Using the TrueVIS range, Fight or Flight created the world’s first Ginger Colour Index. Highlighting 50 unique shades, we enabled redheads to finally describe themselves in a colour most accurate to their hair. Would they be a “Fox”, or a “Velma”? “Dahlia”, or how about “Sheeran”? Each shade matched perfectly with a colour printable from the TrueVIS range.
The index launched on World Redhead Day, fronted by The Chase’s Jenny Ryan – a proud redhead herself, with a dedicated shade of her own in the Index. Jenny showcased the index live on Good Morning Britain to 620,000+ daily viewers, with presenter Ben Shephard loving the index so much he kept a copy for himself!
The campaign has achieved over 63 pieces of media coverage, with a total reach of 590.65 million; of course, including coverage in the red tops The Sun, Daily Mirror and Daily Star amongst others – and 100% positive sentiment across all coverage.
Socially, Jenny’s Instagram posts generated 59k+ impressions and 1,600+ engagements. On Roland’s channels, we had a record-breaking day with more impressions on World Redhead Day than the rest of 2023 combined on Twitter/X, whilst engagement rate overall was 3x higher than Roland’s average.
Redhead Days Festival
To continue the campaign, we then worked with Roland DG and the Redhead Days Festival – the world’s largest gathering of redheads each year. The festival saw 40,000+ redheads gather from all over the world to celebrate their unique identities.
Roland supported the event as headline sponsor, with a bespoke ‘red’ carpet experience and photo opportunity, hair colour matching with Roland DG’s colour experts, live printing demonstrations and plenty of printed ‘50 Shades of Ginger’ merchandise and goodies to giveaway. The event proved a great way to celebrate the campaign, with plenty of positive feedback from attendees and event organisers.
The campaign drove over 439k impressions on social media, with over 90k video views on branded video content from the festival activation. Global festival coverage including the BBC, Daily Mail, and Reuters showcased Roland DG’s ‘50 Shades of Ginger Colour Index’ as part of its imagery for the redhead get together.
And of course, we have some amazing commercial results too. Roland has seen a 196% rise in organic search traffic, a 33% rise in direct traffic and spikes in red and orange ink sales since World Redhead Day.
We’re thrilled by the response to our 50 Shades of Ginger campaign with Roland DG. On top of commercial results, the campaign has also picked up a number of industry awards in 2023, including:
The Drum B2B Awards 2023: Grand Prix and Best PR Campaign
PRCA Awards 2023: Best B2B Tech Campaign
PR Week Awards 2023: Highly Commended in B2B Campaign