HP IPG Campaign - what do you have to say?

A 2007 campaign for Hewlett Packard. Business objectives: get people to print more, and establish HP as the printing brand.

HP IPG Campaign: From Listening to “What do you Have to Say?”

The business situation: 20 years of printing leadership worldwide. 446 million printers sold. Dominant and growing market share. $7 billion in business growth in 5 years. Leadership in imaging and printing intellectual property. What more could HP's Imaging and Printing Group wish for?

Yet, in 2006, the future did not look so bright. The market was saturated: home penetration of computers (the historic driver of printer sales) was stagnant at 70%. Printers were becoming commoditized to disposable machines with expensive supplies. And people had found ways to...

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