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Staples 'Ink & Toner' Video Assignment
Inspire customers to meet their ink & toner needs at Staples.

Due January 5th, 2014 - Here’s a unique opportunity to create funny and engaging videos for Staples targeting small businesses and home offices.

Staples is aware customers perceive Ink & Toner to be ‘like gasoline’. They think: It’s expensive, I need it to run my business, my productivity is impeded if I run out and I am willing to cut corners to save a few bucks. Staples wants to change this perception with some classic “Office Space” type humor while positioning Staples as America’s #1 choice for Ink/Toner.

Staples would like videos capable of being the foundation for a long-term “buying HP Ink/Toner at Staples will help your business make more happen” campaign. These videos should be clever, witty and trumpet the benefits of buying ink/toner from Staples in an attempt to address the challenges that they are currently facing:

          1) Maintaining awareness level/leadership positioning within the category: Keep Staples top of mind for HP ink & toner purchases
          2) Changing negative consumer perceptions: Focus on promoting Staples' value proposition to the consumer

Ok, now here's the fun part! Staples will purchase five videos, four funny and one inspirational video with varying awards ranging from $3,000 - $12,000. They are looking for you to help create a variety of FUNNY videos - think office-style humor - that will focus on the small business and home office user. This is your opportunity to channel your inner Michael Scott/Bill Lumbergh and develop something that will not only make us laugh our case of the Mondays away, but can set the foundation for a longer-term, integrated campaign strategy.

Also an option for you to consider is an inspirational, tug-at-the-heartstrings approach. While they don't need the same quantity of video in this tone, the video(s) they purchase in this theme will also play an integral role in marketing efforts.

Your video will ideally be between 30 and 60 seconds (but can be up to two minutes) in length and should and inspire customers to want to shop exclusively at Staples for their ink & toner needs.

Click the link below for Official Rules and more details.


Client Awards
    1 purchase of $12,000
    1 purchase of $9,000
    1 purchase of $6,000
    1 purchase of $5,000
    1 purchase of $3,000

Open to Poptent community members (it's free to register!), 18 and older.

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