Black & white can be beautiful too.
Selling HP's LaserJet 1007 to small businesses.
Selling HP's LaserJet 1007 to small businesses.
In the printer business, black & white printers often get the short end of the stick. With few features to boast of, there really isn't much to say. Or is there?
The campaign launched with a media capture of The Economic Times - one of India's largest selling financial newspapers.
The ad directed people to this microsite.
Since the predominant output of black & white printers is text, the site offered visitors a chance to create their own custom font to use with their new HP printer.
Visitors could also participate in an online contest where using design templates, they could create custom artworks which would be customized to their personal stationery.
Teaser emails were sent to existing HP customers to announce the launch.
Each email focused on one product feature of the printer.
The emails also acted as a showcase to the artistic style of the campaign.
A sales promo was also created for the channel partners, again keeping the campaign theme consistent.
Finally, to attract attention at the point of sale, we created interactive kiosks which allowed potential customers to interact with the artwork and see the quality of the printout on the HP Laserjet 1007.
