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NEW YORK Gigante Vaz Partners said it is rolling out Ricoh’s Teknoforce program in select markets nationwide.
The agency worked from the ground up to create the brand, designed to help Ricoh monetize the skill of its sales and IT force, and tested the effort in Atlanta earlier this year.
The push includes a logo, a fleet of Teknoforce vehicles (Toyota Matrixes), billboards, print and a radio campaign that uses Devo’s song “Whip It.” A Teknoforce Web site uses a technician as a digital interactive guide to reinforce the message that real technicians will represent the brand on calls to clients.
Spending is in the $1-2 million range.
Paul
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