CASE STUDY: The Times and Hewlett Packard

Provided by Metro (Associated Newspapers)
Hewlett Packard partnered with The Times to reach SME business owners to promote the HP Officejet Pro printer.

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

To build awareness of the HP Officejet Pro among SMEs and business owners.

What was the Solution?

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.

What were the Results?

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.

What were the Key Learnings of this Campaign?


printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSME business owners, ABC1.
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service