HP has chosen one of the busiest points in Madrid to bring its printing solutions closer to the consumer coinciding with back to school, one of the most relevant commercial periods of the year for this business area. The company has installed a temporary store in the Plaza de Callao that will remain open until September 13 and with which it hopes to receive more than 25,000 visitors.

The space proposes to learn about the different HP printing solutions through experiences, games and demonstrations. The company thus seeks to move the category outside the traditional point of sale and show in a practical way how its products respond to the needs of families, students, freelancers and professionals who work from home or small offices.

The pop-up is organized in three environments dedicated to HP Smart Tank, HP Instant Ink and HP LaserJet, each one built around a different dynamic.

In the first, visitors can participate in a game inspired by the characteristic Smart Tank ink bottles, which hide balls with gifts and surprises. The Instant Ink area allows you to print a photo on the spot using an HP ENVY Photo and learn how its ink subscription service works. The most competitive proposition is in the LaserJet space. Participants must complete six laps on a Scalextric before an HP LaserJet 4102 finishes a print job. The best times can get products from the company and the winner will receive a bundle consisting of a gaming monitor, an HP ENVY printer, HyperX headphones and mouse, and a backpack.

“Back to School is one of the most relevant moments of the year for our printing business and an opportunity to strengthen our connection with consumers,” explains Catalina Roa, Marketing Director at HP Iberia.
The directive points out that the pop-up seeks to allow people to learn about and try the solutions directly. “We want to demonstrate that printing continues to play a relevant role both at home and at work and that we have solutions adapted to the needs of each user.”

The activation also incorporates a promotional dimension. Visitors receive a 15% discount on HP printers in the physical stores of El Corte Inglés in Madrid and through its application. The promotion is in addition to refund campaigns of up to 100 euros on HP Smart Tank and up to 40 euros on printers compatible with Instant Ink. In addition, seven coordinated outdoor displays expand the brand’s presence around Callao during the days of operation of the temporary store.

The pop-up is one of the pieces of HP Printing’s global “back to school” campaign, which combines actions in retail, media and the HP Store itself.

The company will also reinforce its presence in Callao together with Ferrari, with whom it maintains a collaboration, through the 200 square meter outdoor digital screen of El Corte Inglés.

The strategy will also reach a less conventional medium: Telepizza boxes. The HP Smart Tank and Instant Ink rebate promotions will appear on medium-sized pizza boxes, with which the company plans to reach about 1.5 million people.
The collaboration will continue for three months in the Mi Telepi application, where HP estimates to reach another million users through promotions and product raffles.

In this way, the company deploys its back-to-school campaign combining physical, outdoor, retail experience, promotions and collaborations with other brands, using the Callao store as the main point of face-to-face contact with the consumer.