Challenging perception to increase sales
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 in a live event experience.
Knowing how connected to their work photographers are, we invited them to join us for a special creative exhibition; their own work, printed on the new HP printers. They could see the quality for themselves. Our brand partnership with world-renowned Magnum Photos gave us top level 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 it worked for HP, too.
Consumer events come in all shapes and sizes. This is just one event case study we wanted to share with you.