How can I market a photocopier/Fax/Printer and make it sound s**y & exciting?

Question

I work for a local division of a large photocopier manufacturer and we get next to no support from the National Marketing department. I cant think of anything or any angle to use to make this grey box seem s**y & exciting without the use of body parts! ;)

Answer 1

These items are know as 'commodities' .. like washing machines and microwaves .. you should focus on advertising and promoting the BRAND IMAGE not the product itself .. (especially these days, since the product 'life cycle' is so short that it will be obsolete & replaced  within 18 months).

Answer 2

Don't concentrate on the box, concentrate on what they will *do* with it. Pick three exciting things people can do with it and do one ad with each. For example, Ad 1 shows somebody running their dream small business of selling hotdogs or coffee or something and printing their first menu. Ad 2 shows somebody printing out their first novel and faxing it to a publisher. Ad 3 shows somebody running for office and making their own fliers.

Now, you're not selling a box, you're selling a dream. :)