Brand Experience and Activation > Use of Promo & Activation
GIOVANNI+DRAFTFCB, Rio De Janeiro / HEWLET-PACKARD / 2011
Overview
Credits
ClientBriefOrObjective
The target of this brand activation was young, connected future shapers, who are taking ever more photographs, but who are also printing less and less of them. Our strategy was to encourage these youths to print more of their personal moments by introducing them to the new HP ePrint technology, which enables remote printing, even without a computer, anytime, from anywhere.
Effectiveness
More than 60,000 young future shapers were impacted. 7,000 photos were sent to impressora@printhp.com.br, thus giving a practical demonstration of HP ePrint technology. One month after this brand activation, the product was officially launched and reached all its sales goals within three weeks and sales in printer cartridges also increased by 13.7%. It was such a different brand experience that it made news on TV and the internet, and even became part of the curriculum for the Innovation in Media course at ESPM, the most respected advertising and marketing school in the country.
Implementation
In order to impact this young, mobile and connected target public, we went to one of the biggest rock music festivals in Brazil, put on by a web portal at an amusement park.
Relevancy
Our sponsorship enabled us to install a large electronic panel beside the main stage. In order to attract attention and explain the technology in an involving and interactive manner, we created the Giant Printer, a more than 10-meter-high replica of the actual product. People could take photos and send them via mobile phone directly to the Giant Printer, thus discovering the new technology in practice. There the electronic panel simulated printed photos, which were seen by thousands of people.
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