Hewlett Packard partnered with The Times to reach SME business owners to promote the HP Officejet Pro printer.
Hewlett Packard wanted to convince SMEs to consider the benefits of inkjet printers and make the HP Officejet Pro their printer of choice. They wanted to partner with The Times to reach their affluent, influential business readers.
To build awareness of the HP Officejet Pro among SMEs and business owners.
The Times and HP Officejet Pro gave SMEs a Small Business Masterclass, focusing on six key themes that would enable their business to be more efficient. This utilised Aurasma to enable savvy consumers to watch bespoke content and we ran a live debate to discuss many of the issues facing SME's. The content provided a highly contextual and targeted environments (both in print and online) for communicating the benefits of HP's printing technology.
Campaign Recall: 51% (versus 22% Billets average). Engagement: 1/3 of Times readers scored it 8 or more out of 10 for usefulness. 17% took an action and visited HP website with 57% likely to purchase an HP Officejet Pro.