Hewlett-Packard

Putting a human face to Hewlett-Packard

Disciplines—

advertising + collateral + direct marketing + email + online advertising + outdoor + print + media + integrated + channel enablement

Challenge—

Ink and paper are seen as commodity products, and perceived to be unreasonably expensive as a result. HP asked us to help them persuade consumers and small businesses in 26 European markets to see the value in paying more for HP supplies (ink and paper) rather than settling for cheaper ‘compatible’ products from other manufacturers.

Solution—

The key insight in the campaign is that the majority of technology involved in printing actually resides in the print cartridges rather than printers, and there is so much more to paper than one would imagine.

Executions were developed to highlight some of the amazing facts about the advanced technology that went into developing HP inks and paper. Much of the effort went into helping resellers and stores demonstrate the superior quality of HP supplies. The messaging toolkits for resellers included direct marketing and eDM templates, point of sale posters and collateral, and sales aids.

Contact—

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