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HP
Printing Payback Guarantee

RAN IN: United States

CLIENT
HP Imaging & Printing Group

Ron Coughlin, Senior Vice President, WW Communications and Marketing
Tariq Hassan, Vice President, WW Communciations and Marketing
Jim Wallace, Director, WW Communications

AGENCY
Goodby, Silverstein & Partners *Lead Agency

Francois Grouiller, Global Brand Strategy Director
Steve Simpson, Executive Creative Director
Brian Gunderson, Associate Creative Director
John Park, Associate Creative Director
Karen Land, Art Director
Nick Prout, Copywriter
Ladd Martin, Account Director


Porter Novelli


Omnicom Media Group


SUMMARY

As Recession hit America in 2008-2009, riskbecame a four-letter word to many CIOs. There couldn't have been a worse time for HP to try to get them to sign expensive, large-scale printing servicing contracts. Yet the brand successfully brought in $120M in new contract value, thanks to a simple, but very effective business idea: the Printing Payback Guarantee. A unique offer CIOs couldn't refuse, because it turned their fear of risk into a growth opportunity.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Print, Direct, PR, Events

Audience: Launch or relaunch a brand/product,Build or change corporate image

Type: Business-to-Business

Classification: National

Language: English