THE SEARCH FOR RAMSES by BBDO Mexico for HP

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THE SEARCH FOR RAMSES

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Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market Mexico
Agency BBDO Mexico
Creative Director Juan Carlos Rivera, Antonio Alvarez - Ariel Soto, Jose Antonio Garcia
Art Director Jorge Martinez, Angelica Limon - Martin Sanchez
Copywriter Jose Octavio Navarro
Account Supervisor Marina Martinez, Fernando Saenz
Released January 2012

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: HP
Product/Service: HP 940 XL CARTRIDGE
Agency: BBDO MEXICO
Media Agency: PHD, Mexico City, MEXICO
Brand Manager: Lourdes López Nava (PHD México)
Digital Director: Daniel Riveros Flores (PHD México)
Chief Creative Officer: Luis Ribó (BBDO México)
Creative Director: Carlos Rivera (BBDO México)
Creative Director: Ariel Soto (BBDO México)
Creative Director: Antonio García (BBDO México)
Art Director: Jorge Martinez (BBDO México)
Art Director: Martín Sánchez (BBDO México)
Copywriter: Octavio Navarro (BBDO México)
Account Supervisor: Marina Martinez (BBDO México)
Account Executive: Ana Paula Viguri (BBDO México)
Account Manager: Luis Lucido (BBDO México)
Account Supervisor: Fernando Saenz (BBDO México)
Media placement: Posters - Condesa Street - October 21 2011
Media placement: Internet - Youtube - January 10 2012

Insights, Strategy & the Idea
HP’s 940 XL cartridges are special. They print up to 3 times more at the same cost of a normal cartridge.

In order to show the 940 XL HP cartridge’s capacity, HP decided to join a noble cause: to help Renata, a 10 years old kid, to find Ramses, her lost pet, a Pitbull.

Mexico City is one of the largest cities in the world, and the third in population (22,900,000 people). Finding Ramses in a city this large city proved to be looking for a needle in a haystack!

XL 940 HP cartridges print so much, that with only 3 of them, we can cover a very large area in the city to help finding Ramses!
The internet was also considered as a solution to amplify the impact of the street announcement.

Creative Execution
HP contacted Renata’s family and gave them a printer, three cartridges and paper sheets. With only this material, they printed enough posters to cover large areas around Renata’s home. Facades were covered and a large wall was created.

To extend reach and widely announce what XL cartridges can do, a viral strategy was designed. The objective was to generate WOM and awareness upon the search and give evidence on benefits of XL 940 HP. The activity covered Social Ads in Facebook and sponsored video in YouTube.

Expectation grew. Thousands of people called saying they caught a glimpse of Ramses. And some even joined the search! But Ramses was not found…

Finally, a man, looking for a home for a pitbull, watched the posters. And he gave the pitbull to Renata. And she has a new pet now: Ramses II.

Results and Effectiveness
Viral strategy fulfilled its objective, with only $ 7,200 USD investment, in only one month, views of the video on YouTube increased from 1,820 to 22,234.

WOM upon the video was much higher than expected with 195% more clicks.

940 XL HP cartridges sales increased 51% at the end of the campaign (vs the same period the previous year – February 2011 vs. 2012).