Consept Lighting
Consept, an HP Preferred Partner
Issue 8 | September 2008
Agency
Proximity Istanbul
Creative Team
Sedef Güler - Creative Director;Ceren Güzeldogu - Art Director;Doruk Kaya - Copywriter;Gül Akbal - Account Director;Nalan Toprak - Account Executive
Date
May 2008
Background
Companies are not aware of their invisible printing costs. As a result, they are not interested in the HP 'Total Print Management' service offered by HP Preferred Partner Consept. Proximity was tasked with making them aware of this service and its benefits.
Idea
A letter was sent to IT managers and company owners, seemingly about the visible costs of the existing printing system. However, upon shining the enclosed pen torch on the letter, recipients revealed additional text detailing the invisible costs of printing and Consept’s solutions.
Results
In one month, 60% of people who had received the pack called and asked about the Total Print Management Service.
Our Thoughts
I can well believe that 60% of recipients rang for more information after receiving this. First of all, the give-away, a little torch, is useful enough to want to keep, but, secondly, the creative idea is a simple demonstration of the problem – hidden costs – as well as offering the solution – HP’s Total Print Management.