HP sought to encourage information technology managers and office administrators to recycle spent printer cartridges by signing up online for free drop boxes and pick-up. The campaign engaged users by focusing on the many plastic products the old HP cartridges are recycled into — which included favourite childhood toys like puzzle cubes, bat 'n' balls and yo-yos. Clicking on the banners sent users to a landing page where they could join the programme. The interactive campaign performed strongly in the UK, Sweden, Germany and The Netherlands, with more than 2.5 million impressions and landing page arrivals, 85 percent higher than projected.