Hewlett-Packard: Ink Advantage - Help your child shine

This case study explains how Hewlett-Packard (HP) increased sales of its home printer range, despite a higher price-point than competitors, by closely targeting parents of school children in India.

Hewlett-Packard: Ink Advantage - Help your child shine

Jaclyn Lee

Campaign details

Brand owner: Hewlett-PackardLead agency: BBDO Singapore and PHDBrand: Ink AdvantageCountry: IndiaIndustry Household appliances, durablesChannels used: Content marketing, Events and experiential, Internet - display, Internet - search, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Sponsorship - media, TelevisionMedia budget: 5 - 10 million

Executive summary

Hewlett-Packard's (HP) printing business had always stood on the foundations of offering high-quality printing for its users. Indian consumers, however, were clearly not seeing the value in this, because...

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