In effect, ScanSnap made the fax machine obsolete. With its ability to turn paper into a full colour PDF at the touch of a button and send it by email, it was far more versatile and convenient than fax, which at that time was standard equipment in every office environment. Blade developed creative to tell this ease-of-use story, and tailored a tightly-focused media plan targeting a variety of well defined vertical markets for whom management of paper documents was known to be an issue.