Genuine Apple
HP Consumable Goods Preferred Partner
Issue 9 | December 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
July 2008
Background
Under the illusion that it is less costly, firms sometimes prefer to use non-original replacement consumables (such as ink, cartridges etc) rather than genuine HP products. However, in the long term this approach is a false economy, in terms of maintaining equipment quality at overall running costs. Proximity’s aim was to inform the target audience about the necessity and the benefit of original consumables and to convince them to purchase these products.
Idea
The agency sent out a box containing one real and one imitation apple to company execs, questioning which one they would prefer. On reading the brochure, people would understand the advantages of HP original consumables in terms of quality and cost. They would also realise how two seemingly similar products could in fact be very different in use.
Results
The mailing was sent to 1,200 people. In two months, 115 companies contacted the related HP Preferred Partner to purchase HP branded original consumables
Target audience
Company executives who are responsible for HP branded printers in their companies.
Volume/ size of campaign
1,200 packs
Our Thoughts
I was sent a lemon the other day. Don’t know what for. Something about creative juice, I think. I binned it. But if I had been sent an apple, something I like and can eat, I would have kept it. And feeling I ought to show the minutest iota of gratitude to the sender I would probably have looked at the brochure. And then I would have been the 116th person to see the sense in the argument about HP inks.