CASE STUDY: HP And Guinness World Records Live Record Breaking
Provided by Guinness World Records Ltd
Hewlett Packard team up with Guinness World Records to promote their record breaking desktop printer at the London Excel centre.
What was the Challenge / Background of the Campaign?
Hewlett Packard (HP) sought an opportunity to celebrate their printer's GUINNESS WORLD RECORDS title - Fastest time to print 500 sheets by a colour desktop printer - and build on the success of this record.
What was the Campaign Objective?
HP wanted to create a stand at The Business Show Expo, ExCel Exhibition Centre, London which would be fun and engaging, whilst also allowing HP to talk about their products. Their printer was already a record breaker so they wanted to expand on this to give the opportunity for customers to break records too. It was important to drive the message that they have the fastest printer on the market and to showcase their newest printing and PC products. They also wanted to highlight that they have a lower cost point than laser printers, while generating significantly less waste.
What was the Solution?
GUINNESS WORLD RECORDS suggested three records that best suited HP's aims The first record was 'Fastest Time To Arrange The Alphabet On A Composing Stick' - tying in with the speed message. A second record that visitors could attempt was 'Most Bank Notes Counted In One Minute' - highlighting the cost message. The final record was 'Most Electrical Energy Generated By Pedalling A Bicycle In One Minute' - underlying the energy message.These records offered visitors to their stand the exciting opportunity to leave the show as a record breaker.
What were the Results?
This activity was highly addictive, garnering huge footfall and massive talkability- everyone at the event wanted to be a record breaker and kept coming back to try again and again. In fact four Guinness World Records were broken over the course of the event. Over the two day event approximately 25,000 business owners, entrepreneurs, start-ups, the RM Business magazine team - including plenty of potential HP customers - attended the various stands. The video can be seen on vimeo http://vimeo.com/108120091
What were the Key Learnings of this Campaign?
When HP exhibited at the UK Small Business Show, they wanted an interactive and dynamic stand that would truly engage visitors while communicating their key marketing messages.
The solution provided HP with an original and unique opportunity to engage with their target audience.
Visitors were thrilled to see an official Guinness World Records adjudicator adding authenticity to the event and ensuring that anyone coming to the stand could leave the expo as a verified Guinness World Records record holder.
HP annual printer sales: 24,412,000
HP market share: 35%