The HP 4355 All-in-One is a versatile machine with print, fax, scan and copy functions. The brief was to get the HP 4355 All-in-One into the consideration set of businesses who wanted to upgrade from their old fax machines.

Though colour fax machines have been around in India for some time, businesses have not adapted this technology, perhaps because they do not see the value of owning a colour fax machine. The idea was to make them realize that they can lose out on business opportunities with a B&W fax machine. Colour pages were faxed across to businesses with B&W fax machines. And each fax had a business proposition that was lost in black and white. Towards the end, the message ‘Colour makes sense. HP Office jet 4355 with colour fax.’ was displayed to drive home the message.

These fax direct mailings were sent across to hundreds of small and medium businesses that were still using B&W fax machines. More than 15% showed interest in upgrading to the HP Office jet 4355.