HP PREPARES WORLDWIDE CAMPAIN FOR PRINTERS / CONSUMABLES

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HP PREPARES WORLDWIDE CAMPAIN FOR PRINTERS / CONSUMABLES

 user 2009-10-27 at 10:29:39 am Views: 75
  • #22728

    http://www.marketingweek.co.uk/news/hp-prepares-worldwide-campaign-for-printers/3005709.article
    HP PREPARES WORLDWIDE CAMPAIN FOR PRINTERS AND CONSUMABLES
    Hewlett-Packard
    is preparing to launch a major marketing campaign to promote its
    Photosmart range of printers across Europe, the Middle East and
    Africa.Targeting families in the home, it is trialling a new TV ad
    break concept in France, where brands such as McDonald’s, 20th Century
    Fox and Renault have launched ads linked together by an HP-branded
    creative.

    The ad concept, created by BBDO and Goodby Silverstein
    & Partners, aims to highlight the HP printer’s touchscreen
    interface. In the ad break, a finger is shown swiping the screen to
    move to the next TV commercial.If successful, the campaign could be
    rolled out in other markets including the UK as part of an integrated
    marketing push.Jan Huckfeldt, HP marketing director of imaging and
    printing group for EMEA, says: “A lot of documents and photos remain on
    the hard drive and don’t ever get printed.“HP is making it easier to
    crop, enlarge, edit and edit photos which you can do directly on the
    printer. It’s a big step forward in printing technology.”Next year HP
    is also planning to launch a printer with internet capabilities. It
    will, for example, tie up with airline sites and Google Maps so that
    users can go straight to the printer to print out boarding passes or a
    map without having to use a computer.