HP Promo, Case study POINTS OF PRINT by Omnicom Media Group

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Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market United States
Agency Omnicom Media Group
Account Supervisor Tracey Lipton
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: EPRINT
Date of First Appearance: Oct 4 2010
Entrant Company: PHD, New York, USA
Worldwide Account Director: Garrett Self (Omnicom Media Group)
Associate Director: Julissa Arambula (Omnicom Media Group)
Associate Director: Lisa Hanauer (Omnicom Media Group)
Supervisor: Diana Avendano (Omnicom Media Group)
Supervisor: Sarah Glitto (Omnicom Media Group)
Strategist: Ike Nwankwo (Omnicom Media Group)
Analytics Director: Rawiya Sharif (Omnicom Media Group)
Account Supervisor: Tracey Lipton (Outdoor Media Alliance)
Account Manager: Nathan Mosack (Resolution Media)
Advertising Strategist: David Lamers (Resolution Media)
Advertising Coordinator: Heather Bernau (Resolution Media)
After Market Systems Search Director: Dan Moriarty (Resolution Media)
Senior Vice President: Caroline Titmuss (Porter Novelli)
National Broadcast Supervisor: Victoria Massre (PHD)
National Broadcast Negotiator: Jessica Mutterperl (PHD)
National Broadcast Negotiator: Jackie Cohen (PHD)
Director, Airwave: Joao Machado (AIRWAVE)
Media placement: TV - ABC, CBS, CW, NBC, ESPN, Turner/NBA, CBS/NFL, Discovery, TBS, Weather, BBC, Bloo - 18 October 2010
Media placement: TV - Fox News, History, MSNBC, National Geographic, A&E, ABC Family, Animal Plane, Fo - 18 October 2010
Media placement: TV - Nickelodeon, BET, Bravo, FX, Spike - 18 October 2010
Media placement: Search - Google, Bing - 1 October 2010
Media placement: Digital/Mobile - CNN, Fox News, MSN, Yahoo, AOL, Live Nation, NBC, ABC, CBS, FOX, Brightroll, Map - 4 October 2010
Media placement: Digital/Mobile - Crisp, ESPN, Millenial Media, Washington Post, NBA, Youtube, Howcast, Facebook, - 4 October 2010
Media placement: Digital/Mobile - LinkedIn, Sojern, Babble, Disney, Epicurious, Food Network, Meredith, CBS Sports - 4 October 2010
Media placement: Digital/Mobile - Huffington Post, NYTimes, WSJ, CNNMoney, Amazon, CNET, Computer Shopper, IDG, PC - 4 October 2010
Media placement: Digital/Mobile - PCWorld, Mac World, PC Mag, Tech Target - 4 October 2010
Media placement: OOH - Captivate, CNN Airport Network, WSJOffice Network - 10 November 2010

Insights, Strategy & the Idea
In the technology world, printers rank consistently low on buzz, engagement and news, but HP made news in 2010 when it launched EPRINT, the first printer with its own email address.
By using EPRINT, content on smart phones and tablet devices was liberated: it could be printed directly to any HP printer any time, anywhere. If you could email from it, you could print it.

With EPRINT, HP revolutionized printing and digital content access to make consumers’ lives more efficient.

With the launch, HP sought to not only to introduce a new product, but a new behavior; EPRINT was not just a noun, it was also a verb. The campaign aimed to drive EPRINT awareness and also educate consumers and small-to-medium business (SMB) audiences on a new functionality. We did this via our communications strategy, “Points of Print.”

Creative Execution
Four ‘Use Case” platforms drove our strategy to expand “Points of Print” beyond home and office into the “third space”.

• Successful Families: Managing My Busy Life: With YouTube and HowCast, we produced an online video series about families’ multi-tasking daily activities and EPRINT’s value in their lives.
• Digital Tribalists: Partnered with Live Nation to kick off the North American concert tour of 30 Seconds to Mars to introduce music fans to EPRINT technology through an HP Ultimate Fan Photo Contest.
• Parenting/Taking Care of Children: HP and Nickelodeon created a branded footprint in America’s largest mall during the heaviest shopping season and used Nick’s most popular characters to drive trial by parents and kids to create keepsake photo frames.
• Ambitious Leaders: Propel My Business Forward: Joined with leading-edge business travel partners (JiWire, GoGo, Sojern and LinkedIn) and provided tools to enable SMBs ways to print remotely to drive business forward.

Results and Effectiveness
• Reached 90%+ of online audience in one day, including never-before-rich media units.
• Mobile printing awareness doubled in 8 weeks.
• 50% higher-than-HP norm reach in TV; 20% higher-than-HP norm breakthrough in digital.
• Digital video complete rates 50% above industry norms.
• ePrint awareness from zero to 28% in 90 days.

“This campaign did a great job building digital sampling opportunities for consumers to understand ePrint technology and try it themselves. A great example of creativity in digital media that drove directly to behavioural outcomes we measured all the way to the bottom line.”
-- David Grubb, WW Media Director, HP