Our friends at Hewlett-Packard came to us with a big problem — their biggest show event of the year was just weeks away and they weren’t satisfied with their marketing campaign. With just over 30 days to conceive, print and deliver a data-driven, personalized direct mail and landing page campaign for an international brand, we knew this would be a big challenge.
Inspired by the unprecedented large B2 size and 7-color capabilities of the new HP Indigo 10000 digital press, we challenged ourselves to think big. So big in fact, we were determined to send a full-size press sheet to demonstrate the scale, quality and possibilities of HP Indigo technology. Our dimensional mail designers set to work on some unique large forms and our creatives stretched their imaginations.
Talk about unfolding a big idea — the result was a massive 21 x 29-inch accordion fold stand-up piece with lenticular messages that read from two different viewing angles. Large colorful images displayed HP Indigo’s industry-leading color gamut, and pop-out windows described key features and trends supporting the industry evolution to digital printing. While the shape, size and colorful presentation demanded the recipient’s attention, most compelling were the personalized 1-to-1 messages, information and headlines directed at each individual prospect, made possible by HP Indigo’s data-driven printing. A mailing sleeve also included personalization and text segmented by each prospect’s personal HP sales representative, as well as featured presses in which they had expressed interest.
A QR code and personal URL connected customers to a landing page where they could register for a 1-on-1 demo at the show, or arrange a visit by their HP rep. The entire campaign was supported by PR and social media, before and during the show.
Mailed to approximately 1,800 prospects who were possible attendees of the show, the mailing and call follow-up resulted in a “sell-out” booking of 400 pre-scheduled personal demonstrations within 10 days of launch, yielding a 22% response rate. A secondary version of the piece and social media campaign targeted at industry media resulted in significant pre- and post-show coverage, amplifying the results. The campaign also generated buzz on blogs, websites and generated “best of” industry awards from among hundreds of entries.
Being the proud owner of HP Indigo presses and one of their record holders for the most annual print impressions, the great thing about our partnership is that we are one of their most energized advocates. When it comes to going big on promoting HP graphic arts technology, we don’t just talk about it, we live it.