Adding a touch of Wild to HP Laptops
The popularity of Apple laptops in the early to mid 2000s had made a big dent in HP Pavilion's dominance. In response they came out with a range of accessories to up the "cool factor" of their image. Displayed below is a web banner campaign for laptop skins.
Focusing on B2B
This was a print campaign to help push sales of HP printers to SMBs across India; the headlines focused on business success. Corporate guidelines insisted that we use an image of paper in the ads, which restrained how creative we could get. A lot of the ads published at this time were messy and lacked aspirational value - we decided to clean the decks and go minimalist.
Understanding the SMB mindset
The business challenge at hand was that many to most Indian businesses were going off-brand when it came to restocking on ink for their office printers. This program was all about harnessing the desire of Indian business owners to be part of something exclusive - our insight was that this specific target audience yearned recognition.
Playing to this point, I convinced HP India to start a formal rewards program that included a credit card style membership card. It gave members access to a list of networking events and restricted entry venues. The program was called 'Inc.' - subliminally attaching the program to 'ink', with the membership tiers following the printing color system of CMYK.
Displayed below is the print campaign that was featured in business magazines.
Playing to this point, I convinced HP India to start a formal rewards program that included a credit card style membership card. It gave members access to a list of networking events and restricted entry venues. The program was called 'Inc.' - subliminally attaching the program to 'ink', with the membership tiers following the printing color system of CMYK.
Displayed below is the print campaign that was featured in business magazines.
