Cannes Lions

HOME PRINTING

THE PRACTICE PORTER NOVELLI, Bangalore / HEWLET-PACKARD / 2012

Awards:

1 Shortlisted Cannes Lions

Overview

Entries

Credits

Overview

Description

HP India was sure that many urban Indian families had not fully explored the uses of a home printer and wanted to get the point across to them in a way that it would resonate.

We conceptualised Write&Read as a program to help young children channel their inner writers, to give them and their families a glimpse of what was possible with printers, and to do this while making a difference.We connected HP India with an education-based non-profit to run a series of creative writing workshops and a story writing contest in cities across India. The workshops provided a platform to showcase HP’s printers and engage with more than 1,500 children and their parents, as well as schools, teachers and a creative community of authors and illustrators. In the broader media outreach and online campaign, we zeroed in on a much larger base with the dual message of enabling creativity and change.The winning entries from the contest were published in a beautifully illustrated book, that was printed using HP printers. All proceeds from book sales were donated to the non-profit partner.The media coverage resulted in more than 54m impressions. We reached approximately 538,255 peoplethrough the online campaign and more than 10,000 key stakeholders directly through the workshops. A program that was conceptualised in India has created waves across the organisation. Between the workshops, the printed book, the digital outreach and media visibility, we established stickiness for the HP brand and spread the idea that: yes, your printer can do it.

Execution

A socially relevant campaign integrated with marketing purpose, Write&Read succeeded in doing justice to both aspects:- We timed the initial announcement to coincide with a global executive’s visit in order to convey its importance to HP;- We launched a website (www.writeandread.com) for program updates, information and workshop registration;- Posters were circulated to schools and they were encouraged to enrol their students;- We invited the media to attend segments of the workshops and generated more buzz for the program;- Printer demonstrations and related craft activities were built into the workshop;- Workshop participants were given coupons to be redeemed on HP printers;- Each workshop participant also had a chance to enter in a story writing contest;- Winning stories were published in a beautifully bound and illustrated book;- The book launch, was a moving closing event attended by several winners, their families and prominent media.

Outcome

Write&Read laid the ground for a strong link between HP printers and creative learning. The campaign created significant impact through its many touch points. Some key results include:Media: - 186 positive stories in prominent dailies;- 57m impressions. On Ground:- People reached directly through workshops and related outreach: 10,000+;- 8 events in 6 cities in less than 5 months.Online:- Digital reach: 538,255;- 3,600 unique visitors to website;- 200 comments on posts;- Direct mailer reach 1,000.ROI and Book Sales:- INR 55m ROI on spend (based on amount and quality of coverage);- All copies of book with winning stories (By Us For Us) sold out within 4 months; reprints are planned;- The book of winning stories (By Us For Us) was a bestseller at Katha’s stall in the World Book Fair with more than 80 copies sold.

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