OfficeMax was ready to launch its new computer printer ink refill service across the United States, after installing 200-pound machines that would enable consumers to save up to 50% by refilling their empty inkjet cartridges. How to make a splash for the national rollout?
OfficeMax’s ad agency had filled Chicago bus shelters with life-size photos of male and female backs displaying tattoos that urged consumers to ‘Save Money on Ink.’ Inspired, Maccabee created an outrageous tattoo-themed Human Art Gallery – featuring 10 models with scenes of Windy City history from Al Capone to The Blues Brothers ‘inked’ on their bare backs in front of the Art Institute of Chicago.
The event reached 38 million consumers through 25 TV stories covering all five Chicago TV stations and CNN-TV Worldwide, both The Chicago Sun-Times and the Chicago Tribune, trade magazines like DSN Retailing Today to Retail Merchandiser, online features from Forbes.com to Yahoo Finance and national consumer magazines from Inc. to Consumer’s Digest and Consumer Reports. Sales of OfficeMax ink products soared by 34%!