The Brief

To get children and parents to experience HP India's home printing capabilities - Establish that printing has a wide range of applications at home - Highlight HP’s support for building creative writing skills in children and for children’s education in general Our research showed that the market for home printers was still under-penetrated in India, especially when it came to families with young children. We learnt that Indian schools – with their emphasis on structured learning - did not do full justice to creative writing. Our aim was to connect with children through creative writing workshops to address this gap.

Describe how the promotion developed from concept to implementation

We collaborated with Katha, a non-profit, to run a series of creative writing workshops and a story writing contest in six cities across India. The on-ground events provided a platform to showcase HP printers and engage with over 1500 children and their parents, schools, teachers and a creative community of authors and illustrators. Strategy: Leverage engagement through workshops to position HP printers as a creativity-enabling tool Run on-ground activities with the help of partners, like Prasoon Joshi, a reputed lyricist who was the campaign’s creative mentor. Utilise online medium to engage with various stakeholders Generate national visibility for the campaign

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

Write&Read laid the groundwork for a strong link between HP printers and creative learning. The campaign created significant impact. Media: 186 positive stories in prominent dailies 57 million impressions On Ground: Direct and related outreach: 10,000+ 8 events in 6 cities in 5 months Online: Digital reach: 538,255 3600 unique visitors to website 200 comments on posts Direct mailer reach 1,000 ROI and Book Sales: INR 55 million ROI (based on amount and quality of coverage) The book with winning stories (By Us For Us) sold out within 4 months; reprints planned The book was a bestseller at Katha’s stall in the World Book Fair.

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

Families with young children in Indian cities represent HP home printing’s main target segment. Our research showed that the market for home printers was still under-penetrated. We learnt that Indian schools, with their emphasis on structured learning, did not do full justice to creative writing. Our aim was to connect with children and families through creative writing workshops to address this gap. Our campaign honed the creative writing skills of children while positioning HP printers as a creativity tool. To reinforce HP’s commitment to education, proceeds from the campaign were donated to the non-profit organization that facilitated the workshops.