Campaign details
Brand: HPAgency: Edelman
Background
HP is the market leader in printers in The Netherlands. However, compared to its competitors, HP had a limited portfolio of photo printers. In 2017, HP introduced the HP Sprocket, a wireless, pocket-sized portable printer aimed at social media-oriented millennials. The Sprocket lets you print directly from your phone and use the photos as stickers.
However, there was the issue of how to sell a printer to young people who didn't grow up with physical photos. As well as that of how to sell the message that they needed to print...