Cannes Lions

ADVANCED PHOTO PAPER

PUBLICIS MALAYSIA, Petaling Jaya / HEWLET-PACKARD / 2008

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Overview

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Credits

OVERVIEW

Description

To build awareness of HP Advanced Photo Paper via non conventional media by telling them HP Paper delivers true-to-life image quality.

Execution

The idea was to give the illusion that reality is made-up of printouts using HP Advanced Photo Paper. To achieve this, a standee was customized to give the impression that someone actually walked through a gigantic piece of paper and caused it to tear. Several of these standees were then placed at strategic locations to demonstrate to passers-by that what’s real to their eyes is actually a reproduction using HP Advanced Photo Paper.

Outcome

We successfully engaged passers-by in the various locations where the idea was implemented. The idea is now being taken forward to more locations to create more buzz about HP Advanced Photo Paper. It has helped improve top-of-mind recall for the product from 17% to 32% after the month long campaign and also appeared in a number of consumer generated blogs.

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