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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.
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