Companies nowadays still have fax machines in their offices, but can hardly recall when was the last time anybody used it. We decided to wake up the sleeping machinery and used a fax machine to send a three page document. We ruined the pages and on the third page said that if your toner is running low, you should get a new and original HP toner cartridge that lasts for a long time.

We decided to wake up the sleeping machinery and used a fax machine to send a three page document B2B. We ruined the pages and on the third page said that if your toner is running low, you should get a new and original HP toner cartridge that lasts for a long time. In 2015 we sent out approx. 2000 faxes.

We sent out approx. 2000 faxes. At least 60% of the contacts got the fax and 52% of those who did later placed an order for ink and toner cartridges. Sales increased 21%. Instead of filling the old cartridges or using alternative products for their HP printers, people now ordered original HP ink and toner cartridges.

We used old machinery in a totally new way - as a medium to promote ink and toner cartridges, all while spending absolutely nothing on media.

The target audience consisted mainly of office workers and retailers who sell ink and toner cartridges. We collected their fax numbers and faxed a three page document. We ruined the pages and on the third page said that if your toner is running low, you should get a new and original HP toner cartridge that lasts for a long time. At least 60% of the contacts got the fax and 52% of those who did later placed an order for ink and toner cartridges.

Hewlett Packard had a problem. If the ink or toner cartridge in Hewlett Packard printer is running low then some people tend to choose to fill the old cartridge or replace the original with an alternative one. But we needed to remind them that they should only use new and original Hewlett Packard cartridges or otherwise printing errors might occur and it might even lead to losing important information.