The Brief: Get the attention of the SMB owner and then tell them about the cost-of-ownership benefits of HP printers and branded supplies so that they might consider an upgrade. Did you catch that? Appeal to the busier-than-ever business owner, and get them to actively consider upgrading to a current model HP printer and/or switch to the more expensive HP branded ink, toner, and paper. Yeah, thatís hard. So we brought along an expert. Introducing Cole Smith, efficiency expert extraordinaire (and over confident, seminar giving, business productivity consultant wannabe). Cole has a thing or two to say about printing and how to be more efficient. Uh huh. These videos show Cole at what he does best. Itís all tongue and cheek and under the banner of ďGet RealĒ (as in; Really?), and locks up with how to Get Real savings with HP product. This integrated digital campaign includes videos (which ran in banner, as pre-roll, and on a destination site), banners and micro-site with a printer upgrade app. Click-thru rates and page stays were well above the norm resulting in the campaign running much longer than planned as well as consideration for a second series and expanded social role for Cole in 2012. The overall success demonstrates the value of content marketing in todays ad-cluttered world.
|Creatve Director:||Michael Litchfield|
|ACD, Copy Writer:||Paisley Schade|
|Dir. Prod.:||Zach Freyer|
|Production Co.:||Elastic Creative|