Results and Effectiveness

1. 155 teams registered, 120 teams participated. 40 teams qualified for Race Day, joined by a team of celebrity RJs. 2. Unprecedented number of entries (1,100) received for ePrint compared to any other radio contest. 3. Reach levels 3x higher than previous ePrint campaigns. 4. Huge spikes in searches for HP ePrint during campaign period. 5. Negotiated effective discount of 77% and media ROI of 4.33 6. 1 in 2 visitors to HP stores enquired about ePrint. 7. This campaign contributed to Singapore’s win of HP’s internal INKredible Marketing ROI Award in the AP region.

Creative Execution

The idea that drove this campaign was called: MediaCorp Dash For Cash (DFC) – An experiential campaign that create linkages between mobile printing and relevant context, to drive targeted, interactive experiences that connect relevantly with audiences via mobile. Radio was utilized as the primary media platform, with radio jockeys from various stations educating, encouraging listeners and driving participation to DFC. On-ground Amazing Race-like competition was held over 3 days, with teams completing a series of tasks at various locations in Singapore. The race incorporated ePrint at pit-stops, requiring users to learn about ePrint in a fun manner. Additionally, we set up HP experience stations and organized mini games on stage where spectators could experience ePrint through product demos and puzzles from HP printers’ Web App features. HP also intergrated the word ‘dash’ into merchandise tags and wobblers at HP and distributer retail stores, and promoted DFC during the Comex show.

Insights, Strategy and the Idea

HP had a great innovation: Remote printing. Email via smartphone to an ePrint printer and it will print. Yet after the 2010 launch, insight highlighted that the ePrint feature was still not understood - even amongst purchasers! Product features are crucial to print purchase so by increasing ePrint understanding we could drive purchase as only HP offered ePrint. Two key challenges: 1) establish ePrint as an important feature in consumer purchase considerations, 2) make ePrint more relevant to consumers. Further insight showed that ePrint was best understood when users experienced it for themselves. So strategically we had drive and demonstrate ePrint user relevance through targeted, interactive experiences that encouraged consumers to: • imagine ePrint in different use case scenarios • use ePrint in ways that reflected their own content passion points ePrint is also a mobile-printing story. So we had to connect in ways that speak to their mobile lives.