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Challenging perception to win new credibility and increase sales for HP printers

Ask professional photographers which printer brands come to mind, and HP might not be top of the list. Cost challenges and a more corporate reputation put HP back of mind. 

So how did we deliver a 50% ROI to HP in a week? HP print technology had evolved to deliver professional quality more economically. Our brief was to demonstrate this value. So we put HP’s product to the test in front of its audience’s eyes.

Knowing how connected to their work photographers are, we invited them to join us for a special exhibition; their own work, printed on the new HP printers. They could see the quality for themselves. Our event partners, world-renowned Magnum Photos, were our judges. 

Not only did HP deliver practical value by showing product quality but also professional value, sharing skills through panel discussions and workshops with the Magnum masters. 

A 50% ROI proved that ‘The Circus Way’ worked for HP, too.  

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