YOUR TEAM’S PLAYMAKER by Hill & Knowlton for HP

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YOUR TEAM’S PLAYMAKER

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Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market China
Agency Hill & Knowlton
Director Luo Xiaoting
Released March 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: HEWLETT PACKARD IMAGING AND PRINTING GROUP
Product/Service: LASER JET ALL-IN-ONE PRINTER
Agency: HILL+KNOWLTON STRATEGIES
Director: Luo Xiaoting (Hill+Knowlton Strategies)
Account Director: Jason Chen (Hill+Knowlton Strategies)
Senior Account Executive: Leon Zhang (Hill+Knowlton Strategies)
Account Coordinator: Lulu Sheng (Hill+Knowlton Strategies)
Account Coordinator: Lizzy Fan (Hill+Knowlton Strategies)
Consultant: Emma Guo (Hill+Knowlton Strategies)
Media placement: Event - - 2 July 2011
Media placement: Digital PR - - 31 March 2011

Summary of the Campaign
The 'HP AiO: Your Team’s Playmaker' campaign was designed to generate consumer loyalty for Hewlett Packard (HP) All-in-One (AiO) laser-jet printers, positioning them as the best choice for commercial users who need easy-to-use printers to help them work efficiently and at lower costs.

In order to catch target-audience and media attention, HP leveraged the hot topic of basketball to run a campaign creatively combining sports and technology. HP selected an 'MVP Dream Team' and cheering squad from professional workers, through a campaign mini-site game, where winners got the chance to play against China Basketball Association (CBA) stars during an All Stars Weekend event. Prior to the big game, the Fans Carnival let office workers experience AiO products in a fun, interactive setting. Meanwhile, HP used co-branding and leveraged celebrities and thought-leaders via digital platforms to influence consumers and large companies, to positively impact brand perception.

After the campaign, HP AiO’s market share increased 12.5%, which solidified its leading status in the Chinese laser jet printer market. Furthermore, over 1m netizens visited the campaign mini-site and over 10,000 office workers – representing 80% of China’s provinces, 451 cities and 18 industries – signed up to play in the basketball game.

The Situation
In early 2011, HP AiO printers’ market-share was narrowing because several competitors launched products with similar features but at lower prices. Additionally, HP faced the challenge of making commercial printers interesting to consumers.

To grab the public’s attention and strengthen its image as an industry leader, HP decided to leverage current hot topics, to run a unique campaign highlighting AiO’s 5 key strengths through 5-star products. In addition to healthy living, the hot topic of basketball – a focus of the public and media due to the upcoming Asian Basketball Championships in China – presented a perfect opportunity.

The Goal
The campaign objectives were to enhance awareness of HP AiO among the public and end-users using AiO’s 5 key strengths of high quality, smart technology, good service, reliable and energy saving; and redirect consumer preference to HP, consolidating its leading position in the market. The target audience was small and medium business users, most of whom are young professionals, 25-to-40-years-old, and basketball fans. HP decided to not only target decision makers but all employees, due to the high probability of these employees influencing IT administration or the decision makers.

The Strategy
- Leverage hot topics of health and basketball to run both online and offline campaigns combining sports and technology to attract the attention of the public and media.

- Creatively Highlight HP AIO product features and key strengths through the combination of basketball terms and 5 positions with 5 star products, to help people understand features easily and naturally.

-Utilize a co-branding strategy to influence the target audience by using the partners’ databases.

- Engage celebrities including IT and business thought leaders and basketball stars to introduce the whole campaign and promote products via digital platforms to positively affect HP’s reputation.

- Plan an exciting weekend with 2 parts: a carnival, to test out and understand AiO products and features easily in a fun setting, and a basketball game where HP staff faced off against CBA stars to increase participation and attract attention.

Execution
Pre-Launch:
Co-branded with China’s largest HR service provider, FESCO, and Groupon, to send an electronic direct mail to their Fortune 500 company clients, promoting HP AiO products.

Event:
Selected a HP 'MVP Dream Team' and cheering squad through a campaign mini-site game, where winners got to play against CBA stars during the All Stars Weekend basketball game. The game was held at the architecturally famous Olympic Sports Center Gymnasium, symbolising the market-leading position of HP. Prior to the game, the Fans Carnival let office workers experience AiO products in a fun, interactive setting.

Post-Launch:
HP invited CBA stars to personally deliver HP AiOs and Asian Basketball Championships tickets to lucky All Stars Weekend participants. HP’s ensuing viral video served a double purpose of reaching fans while highlighting product features.

Documented Results
Sales:
HP AiO’s market share in Q3 2011 (the post-launch period) increased 12.5% compared to the previous quarter (the pre-launch period). (Source: IDC IJ Pivot 2011 Quarter Report)

Share of Voice:
Based on the most popular Chinese search engine Baidu, from the pre-launch period until the end of the campaign, there have been about 2,500 online news reports for HP AiO, 2.5 times greater than competitor Canon’s AiO.

Media Pick-Up:
755 media reports in mainstream Chinese media were collected; 5 TV programs reported the event with over 860,000 viewers in Beijing.

Campaign Effect:
1,079,630 netizens visited the mini-site and 10,932 office staff - representing 80% of China’s provinces, 451 cities and 18 industries - signed up to play.

Digital Interaction:
KOL posted Weibo (Chinese Twitter), blogs, Renren & Kaixin (Chinese Facebook) and forums, which impacted 5.5m netizens and resulted in 301,808 forwards and comments.