P.H.E Show

Client

Practice Areas

#Event

#PR

Overview

We accompanied our client Epson in the P.H.E Show (Personal. Home. Entertainment Show), the first and largest exhibition in Vietnam focusing on high-end entertainment solutions that attracted more than 80 brands and 27 leading distributors.

Context and Challenges

In 2024, Epson Vietnam underwent a significant brand transition, shifting its slogan from the product-centric “It’s in the Detail” to a broader, value-driven message: “Engineered for Good.” This change represented more than a rebranding—it signaled Epson’s evolution toward sustainability, innovation, and social impact, placing purpose alongside performance. However, challenges remained:

  • Low consumer awareness of Epson’s sustainability vision.
  • Product perception remained limited to functionality, not values.
  • Limited top-of-mind positioning among tech-savvy and eco-conscious consumers.
  • The need for stronger press relations to mitigate crisis risks and boost consistent visibility.

Strategic Approach

Product-Centric Communications:

  • Amplify awareness of Epson’s product innovation and advanced printing technologies.
  • Focus on new product launches and features that support energy efficiency and waste reduction.
  • Channels: Tech media, KOL/KOC product reviews, advertorials.
  • Tactics: Press releases, hands-on reviews, demo sessions.

Sustainability-Centric Brand Storytelling:

Highlight Epson’s global and local ESG commitments, including:

  • Sustainable production practices.
  • Eco-friendly ink and printer systems.
  • Circular economy efforts in Vietnam.

Media Relations Strategy

Media engagement played a cross-cutting role for both product and corporate narratives:

  • Organized press luncheons & editor meetups to foster goodwill and thought leadership.
  • Facilitated exclusive interviews and market insights featuring Epson experts.
  • Built a proactive PR defense line to anticipate and soften potential reputational risks.

Key PR Activities

Media engagement played a cross-cutting role for both product and corporate narratives:

  • Quarterly press releases: Product updates, business news, sustainability milestones.
  • Product reviews: Collaborations with tech KOLs and platforms.
  • CSR communications: Partnering with community/environmental initiatives to build goodwill.
  • Media training & internal PR alignment: Empowering Epson leadership with public messaging.
  • Newsroom support: Ad hoc press response and crisis messaging.
  • Media monitoring & reporting: Tracking sentiment, reach, and coverage quality.