We took a Giant replica of the HP EPRINT printer to the 2010 Planet Terra Festival, one of the biggest rock festivals in Brazil.

Then, we invited people to send their pictures that were displayed at it. It was a brand experience so unique, it just had to become a talking point.Activating an untactful out of home media format located inside a relevant place for the target through mobile interaction and social media.

An enormous volume of spontaneous media, and a lot of buzz on the Internet through thousands of tweets and posts of the printer pictures.The printer was launched in Brazil one month later, in December of 2010 and achieved all the sales goals for the launch.Besides that, the sales of print cartridge increase 13.7% in the last quarter of 2010.