The Brief

Printer penetration in Indian urban homes is 1.1% and consumers perceive the printers to be expensive. Women and children are strong influencers while the man in the family takes the final decision of the purchase. Personal printing needs like those of children’s educational documents have the highest printing volume. HP wanted to launch its ‘Pyramid’ printer positioned as the most economical multifunction printer in India with the lowest cost of supplies. Hence, we needed an activity that targeted the whole family and left them excited about the newly launched printer –as an affordable and a low cost printing solution.

Describe how the promotion developed from concept to implementation

Our aim was to change the way people shop for printers/cartridges and showcase that it was as cheap as buying daily vegetables and make it a part of the family’s weekly chore. Since household items are usually bought by housewives or a female member of the house we came up with an unconventional way to communicate our message. We positioned the Pyramid printer as the ideal “home printing solution”, affordable and as essential as a family’s needs like vegetables. The Pyramid printer/cartridges were stocked with vegetables ready to be sold, just the way they are in a vegetable market.

Describe the success of the promotion with both client and consumer including some quantifiable results

In line with the marketing objective of increasing awareness and visibility about the affordability of the Pyramid printing solution, the HP Printing Haat created the right buzz. Brand interaction with 1,00,138+ potential customers and delivered 3709, 1 on 1 Demos in 10 days. We experienced a 174% increase in leads to sales and 120% increase in footfall as compared to similar activations. The total sales went up by 1016% approx. vs similar activation. Return on Investment was encouraging: Cost Per contact (for 1,00,138 contacts) - Rs.204 ($8) Cost per hot lead - Rs.15 ($0.33)

Explain why the method of promotion was most relevant to the product or service

In India, most people buy their vegetables from local markets or from moving carts “thela” (perceived to be cheap and convenient) which come to their residential areas. Using this insight, a vegetable “thela” (cart), loaded with potatoes, onions, printer and cartridges, was set up in the mall. The promoter roamed around the mall distributing vegetable shaped leaflets about the printer and shouting “Aaloo lelo, pyaaz lelo, sasta printer aur cartridge lelo”! (“Come get potatoes, onions, affordable printer and low-price cartridges”!) A vegetable ‘HAAT’(shop) in the mall was also set up that acted as a hub of activity and inquiries.