Epson’s EcoTank range has transformed the printer category, delivering up to 90% savings on ink costs for consumers. In a retail space often dominated by functionality, Epson wanted something fresh, disruptive, and memorable, placing their star ambassador, Usain Bolt, at the centre of the campaign.

Tasked with bringing the “Big Bottles, Lots of Ink” campaign to life, Valley created a high-impact in-store experience in Harvey Norman’s 57,000 sq ft UK flagship. The store attracts over 5 million shoppers within its catchment area, making it the perfect stage for a category-defining activation.

By repurposing oversized ink bottle props originally created for a photoshoot, we transformed them into the centrepiece of the display. The structure disrupted the conventional linear printer aisle with a striking form inspired by Epson’s chevron icon. Designed with clarity in mind, the messaging hierarchy focused on key benefits rather than volume of stock, so we made the bold move to reduce stock holding to maximise impact and message communication.

The results speak volumes:

• +23% YoY increase in EcoTank sales at Harvey Norman

• EcoTank represents nearly 60% of all ink tank printers sold in Merry Hill

• Display engineered to last 3–5 years in-store