POSTERS by Proximity Philippines for HP

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POSTERS

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Industry Computers & Computer Accessories, Printers, Scanners & Supplies
Media Design & Branding
Market Philippines
Agency Proximity Philippines
Executive Creative Director Joel Limchoc, Simon Welsh
Art Director Jeck Ebreo, Dale Lopez
Copywriter Tim Villela
Photographer Paolo Grippo
Released April 2010

Credits & Description

Category: Posters
Advertiser: HEWLETT-PACKARD
Product/Service: PRINTER INK CARTRIDGES
Agency: BBDO GUERRERO/PROXIMITY PHILIPPINES
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: BBDO GUERRERO/PROXIMITY PHILIPPINES, Makati City, THE PHILIPPINES
Chairman/Chief Creative Officer: David Guerrero (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Simon Welsh (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Joel Limchoc (BBDO Guerrero/Proximity Philippines)
Creative Director/Head of Art: Brandie Tan (BBDO Guerrero/Proximity Philippines)
Copywriter: Tim Villela (BBDO Guerrero/Proximity Philippines)
Art Director: Dale Lopez (BBDO Guerrero/Proximity Philippines)
Art Director: Jeck Ebreo (BBDO Guerrero/Proximity Philippines)
Print Producer: Al Salvador (BBDO Guerrero/Proximity Philippines)
Photographer: Paolo Grippo
Final Art: Manny Vailoces (BBDO Guerrero/Proximity Philippines)
Account Director: Cindy Evangelista (BBDO Guerrero/Prximity Philippines)
Account Manager: Kim Ylen (BBDO Guerrero/Proximity Philippines)
Media placement: Direct Marketing - all HP offices - Aug. 27, 2009

Describe the challenges and key objectives
HP is losing major business from current printer owners who patronise ink refill stations, thinking that they can save on ink cost by doing so. This campaign thus aimed to regain the business that’s going to refilling stations by redefining 'good value' and how they can gain it from buying HP original print cartridges.

Describe the brief from the client
Because of the low cash outlay on fakes, printing screw-ups have even become accepted and tolerated. Some ignore the warning that fakes can destroy the printer, leading to more expenses. So instead of flagging the negative effects of their current behaviour, the strategy was to talk about how much more they stand to gain by using originals. Thus the brand proposition: 'printing benefits stack up to 2.4 times more with HP Cartridges'.

Describe how you arrived at the final design
Long lasting prints with accurate colours – this is what strengthens HP as a brand. This fact led us to think how using non-HP inks could lead to disastrous output: discolouration, ink blotches, and shoddy prints. This emphasised that HP inks last more than twice as long and will give you 100% colour accuracy every time.

Give some indication of how successful the outcome was in the market

As we prepared for a tougher year when entrepreneurs tightened their business expense belts further, the “Versus Refills” OOH campaign helped achieve 170% of print cartridge sales for 2008. This further strengthened HP’s position in the supplies segment, making us an equally strong player in the after-sales goods and services.