HP TURNS MOVIE LOBBIES INTO PRINTER SHOWROOMS

  • 05 02 2016 429716a-cig-clearchoice-banner-902x177
  • 161213_banner_futorag_902x177px
  • 536716a_green_sweep_web_banner_902x17712
  • Print
  • big-banner-ad_2-sean
  • facebook-tonernews-12-08-2016
  • cartridgewebsite-com-big-banner-02-09-07-2016
  • 4toner4
  • 2toner1-2
  • mse-big-banner-new-03-17-2016-416716a-tonernews-web-banner-mse-212
  • toner-news-big-banner-nov-8
  • futor_902x177v7-tonernew
Share

HP TURNS MOVIE LOBBIES INTO PRINTER SHOWROOMS

 user 2009-12-07 at 10:28:42 am Views: 50
  • #23055

    http://www.brandweek.com/bw/content_display/news-and-features/shopper-marketing/e3i4cb8ab67c89c15aa77845e17a2b2937c
    HP TURNS MOVIE LOBBIES INTO PRINTER
    SHOWROOMS

    Reasoning that consumers
    had to physically touch its product to get the full experience of it,
    Hewlett-Packard is rolling out a cinema campaign for its Photosmart
    Premium with TouchSmart Web printer with in-lobby demos.The printer
    sports a small touch screen that allows a person to print directly from
    it without a computer via simple applications from HP’s content partners
    including Fandango, coupons.com, Google Maps, Snapfish, USA Today and
    DreamWorks.
     
    HP launched the printer in September with a TV,
    print and online campaign from Goodby, Silverstein & Partners, San
    Francisco. A TV ad featured animation showing how the printer can be
    used to print Google Maps directions. Tagline: “Touch the Web, print the
    Web.”Tariq Hassan, vp of marketing for HP, said that campaign, as
    extensive as it was, wasn’t enough to convey the benefits of the
    printer.”The one thing we knew was touching was believing,” he said.
    “It’s such a different mind-set. It’s a new printing distribution
    channel. We had to create more than awareness; we had to touch the
    consumer. The theater was a natural fit.”
     
    HP has used cinema
    before, but its past efforts are dwarfed by the latest campaign, which
    broke this month and runs through Dec. 24.The estimated seven-figure
    in-cinema campaign includes a 30-second spot and HP-themed interstitials
    running throughout National CineMedia’s prefeature program on more than
    17,300 theater screens, as well as on Screenvision’s theater network.
     
    The
    spot is also running on National CineMedia’s Lobby Entertainment
    Network of 2,600 plasma screens.Further, HP employed an interactive
    “lobby domination” strategy in 15 theaters in New York, Chicago, San
    Francisco, San Diego, Miami and Houston to bring the printer’s benefits
    to the consumer.All manner of signage, from banners and standees to
    holographic 3-D kiosks, turned the theater lobby into an HP-branded
    event with large-manned HP booths for live demonstrations, complete with
    a $50 coupon for the printer, which retails for $399.
     
    HP even
    used the theaters during off-hours to train retail partners including
    Best Buy, Target, Walmart, Staples and Office Depot.”There is nothing
    about this campaign that is cookie-cutter,” said Cliff Marks, president
    of sales and marketing for NCM, which worked with HP and Omnicom Media
    Group over several months to develop the campaign. “We think this is the
    future of cinema” advertising, he said.
     
    OMG and BBDO report
    that the cinema campaign is on track to deliver 50,000 product demos
    averaging six minutes in length and 700,000 impressions in the lobby.
    “The demo aspect was critical to get the printers in front of consumers.
    There are only so many events you can do in-store,” said Garrett Self,
    group director for OMG Chicago.While moviegoers expect to see ads from
    movie studios for upcoming films, they are less likely to find an
    advertiser, let alone high-tech advertising, taking over the lobby.
    “Cinema was the place where the target was engaging in a lifestyle
    market,” said Phillip Cantilo, svp and account director for BBDO
    Atlanta. “We were showing a printer that could print movie tickets. It
    was an unexpected place to demo an innovative piece of technology, so it
    felt like an event.”