The Brief

Creative professionals face a pressing problem. The colour they see on screen is never the same on print. To fix this, HP offered business owners a free 30-day trial of the HP DreamColor Suite, an integrated solution that delivers colour accuracy from vision to production. The challenge was to convince and encourage them to sign up for it. And experience for themselves the difference the HP DreamColor Suite can do for their business.

Creative Execution

Witty and absolutely irreverent, this tongue-in-cheek execution is designed to entertain business owners in the creative industries. It’s an unconventional B2B campaign which disrupts the typical tonality of B2B advertising. And it strikes a chord with those who knows what it likes to work with colour and the pitfalls that come with it. Quirky, unimaginable yet possible, the disastrous consequences aim to make business owners aware of the importance of achieving the right colour every time.

Describe the creative solution to the brief/objective.

Insight Creative industries thrive on perfection. Even the slightest error in colour reproduction can badly impact your business. And your life. The Idea Because The Right Colour Matters dramatises the disastrous consequences of color inaccuracy during the next 30 days. Far-fetched yet terrifyingly possible, these unfortunate events can change your business and life for the worse. The aim is to get our audience to think about what those 30 days could be like if they signed up for the HP DreamColor 30-day trial.

Results

The entertainment paid off. Although launched in only three countries - Australia, New Zealand and India, there were 15, 144 site visits with 72% of the visits driven from the banners. To date, 124 companies signed up for the free 30-day trial, way above the target of 40 signups set by the client. An impressive feat for a niche B2B campaign that involves a product of substantial investment.