HP: Printing that helps your child shine
Campaign details
Agency: BBDO SingaporeMedia: OMGResearch: RS Consulting, Millward Brown, Millward Brown Firefly
Background
In 2010 and 2011, HP's Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It didn't help that the HP printer was priced more than the competition – despite its lower cost of printing.
Starting in 2012, based on foundational insights and a rigorous communications research process, HP...