HP Promo, Case study GIANT PRINTER by DraftFCB Sao Paulo

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GIANT PRINTER

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Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market Brazil
Agency DraftFCB Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Rezende
Art Director Bruno Brasil
Copywriter Luiz Kanadani
Released November 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: HP
Product/Service: HP EPRINT - PRINTER
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Nov 20 2010
Entrant Company: GIOVANNI+DRAFTFCB, Sao Paulo, BRAZIL
General Media Director: Alexandre Ugadin (GIOVANNI+DRAFTFCB)
Media Director: Tiago Oliveira Santos (GIOVANNI+DRAFTFCB)
Executive Creative Director: Ricardo John (GIOVANNI+DRAFTFCB)
Art Director: Bruno Brasil (GIOVANNI+DRAFTFCB)
Copywriter: Luiz Kanadani (GIOVANNI+DRAFTFCB)
Head of Art: Benjamin Yung Jr (GIOVANNI+DRAFTFCB)
Chief Creative Director: Adilson Xavier (GIOVANNI+DRAFTFCB)
Media placement: OOH - Inside Planeta Terra Rock Festival - 20 November 2010

Insights, Strategy & the Idea
Communicate the new feature of the product and generate awareness for the new technology of remote printing from HP, the EPRINT.
The primary target is formed mostly by young people who are printing less than ever and are losing the habit of printing pictures.
The insight that has shaped the idea was to provide experience of a new technology in real time through a giant printer installed on music festival, which displayed the pictures sent by the audience through the mobile.
People had the chance to have their pictures displayed for the entire audience of the festival and HP got a unique way to present their new technology.

Creative Execution
We took a Giant replica of the HP EPRINT printer to the 2010 Planet Terra Festival, one of the biggest rock festivals in Brazil.
Then, we invited people to send their pictures that were displayed at it. It was a brand experience so unique, it just had to become a talking point.
Activating an untactful out of home media format located inside a relevant place for the target through mobile interaction and social media.

Results and Effectiveness
An enormous volume of spontaneous media, and a lot of buzz on the Internet through thousands of tweets and posts of the printer pictures.
The printer was launched in Brazil one month later, in December of 2010 and achieved all the sales goals for the launch.
Besides that, the sales of print cartridge increase 13.7% in the last quarter of 2010.