Cannes Lions

LASER JET ALL-IN-ONE PRINTER

Hill+Knowlton Strategies, Beijing / HEWLET-PACKARD / 2012

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Overview

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Overview

Description

The 'HP AiO: Your Team’s Playmaker' campaign was designed to generate consumer loyalty for Hewlett Packard (HP) All-in-One (AiO) laser-jet printers, positioning them as the best choice for commercial users who need easy-to-use printers to help them work efficiently and at lower costs.

In order to catch target-audience and media attention, HP leveraged the hot topic of basketball to run a campaign creatively combining sports and technology. HP selected an 'MVP Dream Team' and cheering squad from professional workers, through a campaign mini-site game, where winners got the chance to play against China Basketball Association (CBA) stars during an All Stars Weekend event. Prior to the big game, the Fans Carnival let office workers experience AiO products in a fun, interactive setting. Meanwhile, HP used co-branding and leveraged celebrities and thought-leaders via digital platforms to influence consumers and large companies, to positively impact brand perception. After the campaign, HP AiO’s market share increased 12.5%, which solidified its leading status in the Chinese laser jet printer market. Furthermore, over 1m netizens visited the campaign mini-site and over 10,000 office workers – representing 80% of China’s provinces, 451 cities and 18 industries – signed up to play in the basketball game.

Execution

Pre-Launch: Co-branded with China’s largest HR service provider, FESCO, and Groupon, to send an electronic direct mail to their Fortune 500 company clients, promoting HP AiO products.Event: Selected a HP 'MVP Dream Team' and cheering squad through a campaign mini-site game, where winners got to play against CBA stars during the All Stars Weekend basketball game. The game was held at the architecturally famous Olympic Sports Center Gymnasium, symbolising the market-leading position of HP. Prior to the game, the Fans Carnival let office workers experience AiO products in a fun, interactive setting.Post-Launch: HP invited CBA stars to personally deliver HP AiOs and Asian Basketball Championships tickets to lucky All Stars Weekend participants. HP’s ensuing viral video served a double purpose of reaching fans while highlighting product features.

Outcome

Sales: HP AiO’s market share in Q3 2011 (the post-launch period) increased 12.5% compared to the previous quarter (the pre-launch period). (Source: IDC IJ Pivot 2011 Quarter Report)Share of Voice: Based on the most popular Chinese search engine Baidu, from the pre-launch period until the end of the campaign, there have been about 2,500 online news reports for HP AiO, 2.5 times greater than competitor Canon’s AiO.

Media Pick-Up: 755 media reports in mainstream Chinese media were collected; 5 TV programs reported the event with over 860,000 viewers in Beijing.Campaign Effect: 1,079,630 netizens visited the mini-site and 10,932 office staff - representing 80% of China’s provinces, 451 cities and 18 industries - signed up to play.

Digital Interaction:KOL posted Weibo (Chinese Twitter), blogs, Renren & Kaixin (Chinese Facebook) and forums, which impacted 5.5m netizens and resulted in 301,808 forwards and comments.

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