Hewlett-Packard has launched an integrated
advertising campaign to promote the “True to the original” photo-printing
capabilities of its recently announced HP DeskJet 970C and HP PhotoSmart
P1000 series inkjet printers.
The campaign was created by Goodby Silverstein and Partners. Spending was not
The campaign, which will include print, online and outdoor advertising, will
tie HP’s new inkjet printing technology to customers’ demand for printer
HP said its research indicates customers expect photo output
from their printers to accurately reflect the original photo, and that HP’s
new line of printers produces output that is the most “True to the original.”
The print campaign will feature a series of executions in national consumer
and trade publications, and in what is a new approach for the printer
category, the campaign will include outdoor advertising in select markets,
including New York’s Times Square.
“The new ads are imaginative and elegantly simple,” said Pradeep Jotwani,
senior vice president and general manager of regional operations for HP’s
Inkjet Imaging Solutions.
“They make a bold statement that captures what is
at the heart of consumers’ expectations. Consumers expect fast, no-compromise
color-photo quality that delivers life-like skin tones; crisp, black text;
and vivid color graphics.”