HP Promo, Case study SHAME FOR BEING CHEAP by PHD Bogota

Adsarchive » Promo , Case study » HP » SHAME FOR BEING CHEAP


Pin to Collection
Add a note
Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market Colombia
Agency PHD Bogota
Released September 2010

Credits & Description

Category: Best Localised Campaign
Product/Service: INK CARTRIDGES
Date of First Appearance: Sep 13 2010
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
General Manager: Yasmina Celis (PHD Colombia)
Account Manager: Pedro Rodriguez (PHD Colombia)
Account Director: Cristian Jaramillo (PHD Colombia)
Innovation Director: Andres Benjumea (PHD Colombia)
Content Director: Daniel Villamil (PHD Colombia)
Account Executive: Diego Lopez (PHD Colombia)
Account Executive: Lina Zapata (PHD Colombia)
Media placement: TV Campaign - 1 Product Placement - RCN TV - September 13 / 2010
Media placement: TV Campaign - 4 Mentions - RCN TV - CRC TV - City TV - Channel 1 - September 22 / 2010
Media placement: Radio Campaign - 4 Sections - RCN Radio - CRC Radio - September 30 / 2010

Insights, Strategy & the Idea
In Colombia, most people buy refilled ink cartridges, a cheaper option than the original ones. That's the real competition for Hewlett Packard printing cartridges.

We had to demonstrate that the cartridges we have are better than refills and contrary to popular belief, they're not expensive. Additionally we had to grow 2 points in our share of market.

Creative Execution
A Corazón Abierto was a show based on Grey's Anatomy in Colombia, there´s a character known for his over-protective watch of the hospital's budget. We used him and fixed a scene in which he was called back by his boss, who was unable to understand the paper's content. Finally he pointed out his boss's recommendation to use HP cartridges.

TV hosts were given cue cards with information regarding job offers, but due to poor printing the hosts claimed they could not read the entire message. Finally the hosts placed a direct claim to their producers, recommending that they print out the information with HP cartridges next time.

The anchormen of different radio programs received a letter from members of their audience telling a story, the poor printing lead to misunderstandings of these stories which created an entirely new and comical story.

Results and Effectiveness
At the end we exceeded the expected growth from 2% to 6% in our share of the market, correspondent to 200% of our initial goal.