“Trust”: Grounded in a clear and ownable insight around a willingness to pay more for a trusted brand, an attribute that HP held a significant lead on that formed the basis for us to reposition the Printer category under a single minded idea
Outcome: Taking on “Goliath” in the tanks printer category and won. Driving share from 1.3% to over 20% in just 6months by delivering an ownable/repeatable/memorable AND breakthrough platform consistently.
Campaign was full E2E (TV, Radio, Digital/Social, Web, POS, OOH) lead broadcast films below.
Agency: Giant Spoon
“GPS”
(the one we accidently sunk a car for real in…. we got it back)
“Oh no Unagi”
Possibly my favorite one in this series and boy did that Sushi stink at the end of the day…
“Prince”
We originally shot this with the same printer as above, but due to the format/structure, we could ‘easily’ replace the product in post production, basically future proofing the work until media wear kicks in. Huge cost saving