Online & Digital

Print For Help

Hewlett Packard Brasil Ltda

Issue 36 | September 2015

Agency

FCB Brasil

Creative Team

VP Creative Directors Joanna Monteiro Max Geraldo Digital Creative Director Pedro Gravena Art Directors Tiago Freitas Bruno Bueno Copywriter Vinicius Dalvi

Production Team

Project Managers Lia D’Amico Felipe Brentan Production Company Delica Digital Creative Technologists Marcio Bueno Gerson Lupatini

Other Credits

Account Team Mauro Silveira Alec Cocchiaro Diogo Braga Henrique Silva Stefano Pieroni Marina Vilar Client Supervisors Marcio Furrier Nara Marques Sheila Oliveira Planner Raphael Barreto Cesar Fuster Bruno Cantarim Media Alexandre Ugadin Cristina Omura Rafael Amaral

Date

May 2015

Background

8 out of 10 printers sold in Brazil were HP. And most of those had the ePrint facility, which allowed people to print from that printer wherever they were.

Around 200,000 people went missing each year in Brazil. HP saw an opportunity to make both printer owners and printer buyers feel print technology was as relevant to modern life as their screens by partnering with Ma~es de Se´, an NGO that tried to locate missing people.

Idea

HP's Print for Help initiative was a social network connected by its HP printers.

When an HP owner registered their printer with its email address and zipcode, the app sent a Missing poster direct to that printer if someone went missing in that area.

They could then print multiple copies and display the posters in their neighbourhood.

Results

The campaign spread awareness of the remote-printing technology and led to a greater understanding of the potential of HP printers.

Over 1m HP customers became aware of the app, leading to a 43% increase in visits to ePrint devices at the HP online store. There was a 234% increase in the number of printers registered at the HP Print Centre and earned media generated to a value of $2.1m.

Our Thoughts

This is a lovely example of ‘the internet of things’ at work, machines talking to machines in order to share information in a way that is of real practical value.

It is estimated that by 2020, 50 billion ‘things’ will be talking to each other. For instance, your car will be talking to other cars on your way to work as well as to roadside sensors to let you know of jams and hazards ahead.

But despite these leaps in AI, rest assured in this brave new world there will still be a role for paper!