Challenge

Create awareness of the new HP+ printing system and make sure customers understood both the benefits (free ink for six months, an extended warranty) and the requirements, such as activating HP+ at set-up with HP Original Ink and Toner only.

Insight

Customers hate running out of ink. HP+ takes care of that, so the home keeps moving.

Idea

An engaging, mobile first educational video experience showing the HP+ lifestyle, from family life to everyday tasks around the home. HP+'s core proposition is a complete, hassle-free solution for all family printing needs. The bespoke interactive video guides viewers from room to room through real-world use cases, with hotspots in each scene to explore and learn more. We built the set to pull through every room and benefit in one seamless take, with a single edit that disappears because the camera composition and speed stay consistent.

My role

As Creative Director, I led the client meetings, pitches and ideation, and pulled the team out of a spin on the concept. HP was launching a new brand and a new toolkit, produced by Wieden+Kennedy, that nobody yet knew, so we expanded it into a lifestyle customers could relate to: a working family moving from the living room to bedroom studies to printing a picture. The narrative, script and design technology were all new, and we sold
it in.

I took it from shoot concept to sign-off through many iterations, working with the wider Amazon team, and earned trust in the room that we could create work together for HP+. We delivered a mobile-first interactive experience, shot in-house, and it became a Brand Innovation Lab highlight. The format was replicated twice more, in Mexico for a lifestyle brand and in Italy for a pharma brand, as shoppable interactive walkthroughs.

Impact

• 153,825 page views

• Drawing 59,696 clicks

• 39% engagement

• Dwell time 35 seconds average

• Format was scaled twice more,
  in Mexico and Italy.