- New international CTV commercial brings the Roland brand to life and emphasises the breadth and depth of Roland DG’s wide format printing range
- The campaign will roll out across connected TV services in five key European markets, and will be featured in a new social campaign
Roland DG, the world’s leading provider of digital printing solutions, has today launched a connected TV advertising campaign across major European markets. The advert’s key message – whatever print solution you require, ‘Give It To Roland’ – communicates the brand’s ability to always deliver, through innovation and versatility, no matter the size of the challenge.
The ad spot will go live across connected TV services in the UK, France, Spain, Italy, and Germany from 11 October. The new tagline will also debut across European markets in supporting social ads and across wider marketing touchpoints, including at events and trade shows.
Roland DG worked with B2B creative agency Fight or Flight and production partners Studio Yes to mastermind the new brand campaign, which launches with a 30 second film directed by Patrick Killingbeck – who has previously directed films for Samsung, Prada, and Hiscox.
Stephen Davis, EMEA Marketing Director at Roland DG said: “Roland DG is a challenger brand at heart, and that challenger spirit means we innovate and push the boundaries in everything we do – including our marketing. This new ad creative brings the personality of our brand to life, and plays with humour and the Roland brand name to drive awareness and recall. Getting brand exposure outside of our core markets is essential to fuel growth, and with this ad we’re taking a bold new approach to reach new audiences.”
Lauren Payne-McLeod, Associate Director, Strategy & Creative at Fight or Flight said: “Humour is such a powerful storytelling tool, and one that is too often under-used in the B2B space. It has been brilliant to work with our long-standing clients Roland DG to create an ad that uses levity to bring to life the personality of the Roland brand, all whilst landing an essential strategic message about the versatility and strength of its product range in the new ‘Give It To Roland’ tagline.”
Patrick Killingbeck, Director at Studio Yes said: “On my very first read of the ‘Give it to Roland’ script I had a good old chuckle. I knew then it had a lot of potential, and I wasn’t wrong. From start to finish the whole process was dreamy (which is rare) and reconfirmed why I love directing. From location, cast, crew and everything in between I never felt like I had to compromise. This is down to the fantastic people I had supporting my vision.”
The ad spotlights the new TrueVIS range, which is aimed at sign, graphics and personalisation professionals who want to create colours that immediately turns heads, and can be used for a wide range of applications from signage and banners to vehicle graphics, stickers and labels. The range is currently available across EMEA, and has seen strong sales since its launch earlier this year.
The campaign is also live across Roland DG’s social channels, where you can watch here. Join the conversation on LinkedIn using the #GiveItToRoland hashtag.
