HP

HP

Challenge

Reinvigorate the consumer printing market with the launch of the world’s first Web-connected home printer, the HP Photosmart Premium with TouchSmart Web.

Data

Research demonstrated that printers were viewed as irrelevant to how people live their digital lives today – on-the-go and always connected. To improve relevancy, the printer needed to be a driver for people to do things quickly and easily – it needed to become part of the daily on-the-go routine.

Insight

Consumers felt no emotional connection to their home printers. Printing was seen as cumbersome and considered merely functional, lacking innovation or differentiation.

Approach

To effectively engage consumers, we looked at ways to make printers and printing more personal. We also needed to bring the ‘cool’ factor back to printing to reaffirm its position in today’s ever-changing digital world. With the platform “Touch. Print. Go.” We set out to redefine the way consumers thought about home printing. The communications approach positioned HP as the pioneer of Web-connected printing, generating awareness for the first big-name HP print app partners, encouraging the crowdsourcing of app ideas online and off and getting HP printers on back-to-school and holiday shopping lists. We focused on channels that would resonate with the target – the Web and social/cultural influencers – to disseminate HP’s messages and broaden appeal for and adoption of the new device and platform. The launch was planned in two stages.

In phase one, we staged a dynamic digital news conference for tech reporters, bloggers and Silicon Valley influencers at San Francisco’s Current TV studios, which was broadcast to the masses via a Web simulcast featuring a live Twitter river.  We engaged Current TV tech personality Sarah Lane to lead a panel discussion on digital content consumption and delivery channels featuring HP print app partners Fandango, Google, Coupons.com and Nickelodeon. And, we introduced an alternative news DJ widget with cutting edge audio/visual remixers Eclectic Method for people to ‘remix the news’ and share online via their social networks.

In phase two, we drove mass awareness through crowdsourcing and experiential engagement timed to the retail availability of the printer and the launch of the HP App Studio.  By aligning with respected mom and tech bloggers, we created a successful print app idea sweepstakes and conducted a TweetChat about print apps for the modern family.  This was followed by a gala celebration in partnership with PAPER magazine to celebrate ‘25 years of PAPER and Ink.’ Nearly 1,000 guests, including high-profile celebrities such as Kanye West, Mischa Barton, Lydia Hearst and Sean Lennon, filled the New York Public Library at Bryant Park for an evening hailed as a highlight of Fashion Week in the “Sunday Styles” section of The New York Times and by high-profile bloggers at Mashable and NYMag.com.

Success

With more than 55 million media impressions, this campaign allowed HP to dominate the news and overshadow the competition.  HP garnered seven times the coverage of its major web connected competitor.  More than 64 percent of coverage mentioned HP app partners, a critical component of HP’s business strategy.  Social media buzz was tremendous with reach of 5.1 million through Twitter and HP social networks.  And, HP trended as third most-talked-about topic on Twitter on the day of the consumer launch.  In addition, the campaign dramatically increased traffic (+37%) to the HP Touch Printing site during the key holiday selling timeframe.