HP has been promoting its range of Smart Tank printers for several months, designed for greater durability thanks to the fact that their cartridges include up to 3 years of ink. A capacity and quality that the company wanted to put to the test on the streets of the United Kingdom with various live product demonstrations that have resorted to street marketing and outdoor advertising.
One of the ways the company is conveying the strengths of its product is the “Rapid Response Print Squad,” that is, small mobile printing units whose goal is to help people solve real printing challenges and showing how printers are designed to perform when it really matters.
The activation is based on the brand’s own analysis which indicates that many users depend on urgent or last-minute printing, especially for travel documents, which can be a real cause of stress and anxiety. With “Rapid Response Print Squad”, HP conveys that the reliability of its product is essential in everyday life.
To do this, it has counted on the British actor and presenter Alexander Armstrong, who, together with a branded Piaggio Ape van, has encouraged passers-by to print their documents. The brand has deployed units of this type in key points of London, Manchester and Bristol, with the help of Elkinson Promotions.
“Printing may not be an everyday task, but when it is necessary, it is almost always for something important. Travel documents, school forms, tickets… Those moments are often under time pressure, and the last thing anyone wants is a printer that doesn’t work, runs out of ink, or feels complicated to use.” commented Mark Davitt, Director of Consumer Sales at HP UK and Ireland, via LinkedIn. “That simple truth is behind our new campaign. Because this is exactly what the HP Smart Tank is designed for: reliable printing, easy assembly and use. So printing is one less worry when time is tight.“.
In addition, it has carried out a special outdoor advertising campaign in the London neighborhood of Clapham. Together with the agencies Edelman, Grand Visual, Talon, Omnicom and PHD, they have installed an advertising billboard created with live printed sheets. For this purpose, it has used, as stated Famous Campaigns319 sheets in A4 size, which he has assembled on a large format support to give shape to creativity.
With this, HP puts the main advantage of its printers, the long-lasting refillable ink, at the center of its message, and demonstrates in real time the consistency and resistance of its product to generate trust and credibility among its target audience. “If a printer can print an entire billboard with a single tank, it can cover your daily printing needs.” commented Bernie Wong, Senior Director at Edelman, via LinkedIn.
The campaign also includes traditional outdoor advertising pieces that establish a visual game with the usual problems derived from the inefficiency of printers and lack of ink. We have collaborated with Global in the management of advertising spaces.
All of this is part of a broad strategy that has been developed over recent months, and that also includes executions at the point of sale and a spot. “The cookie problem”, conceived by Accenture Song and produced by Ruffian, reflects how schoolwork can become an exciting adventure thanks to the print quality and colors of HP devices.
