Build awareness for HP Advanced Photo Paper via non conventional media with “true-to-life image quality” propositionTarget Audience: Tech-savvy 20-35 year olds with lives filled with activities, and a short attention span. They love documenting and sharing their experiences whether through Facebook, Blogsites or Chat Messengers. These experiences are a form of social currency for them.

The idea was to mimic reality with printouts of the different ambient locations using HP Advanced Photo Paper. To show how true-to-life the Photo Paper was, a stand was customized to give the impression that someone had actually walked through the Photo Paper and caused it to tear. Several of these stands were then placed at strategic locations to demonstrate to passers-bys that what’s real to their eyes is actually a reproduction using the brand.

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.