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HP Print was a presentation about promoting HP's ePrint technology through a campaign called HP District. The campaign would target professionals aged 30-49 and create interactive demo stations to showcase ePrint's convenience. HP District would be presented as a place that champions innovation and convenience, reflecting HP's brand pillars. The campaign look and feel would take inspiration from modern ad campaigns. Key activities included business partnerships, idea sharing zones, and engaging the public at activity zones to make ePrint the norm for convenient printing.

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HP Print A Presentation by Square Group December 7, 2010
Contents Presentation Summary Affordable EPrint Professional Campaign Printer Promotional Campaigns
Targets main WHO THEY ARE: Skewed to male, aged 30-49, with established career and family. Likely to own a business, or work in MNC in a senior position with influence on company’s IT purchase. THEY WANT: Like the latest technologies, are early adopters. Willing to pay for top-range gadgets that bestow status and complement their busy, highly mobile lifestyles. WHAT THEY PRINT: Print frequently in both color and B&W in the office and at home (mainly results of internet search, work documents and some photos). PRINTING WISHLIST: Attractive printers; print from mobile device/without PC; print from outside home/ office when needed. WHY THEY PRINT: Like printing work completed and ideas to share as it feels more “real”/tangible. Printing helps them feel prepared, stay organized and productive. secondary GENERAL PUBLIC, INFLUENCERS, PRESS CORPS
Brief & Agency Response Brief & Agency Objectives Response • Create awareness and usage • Createextraordinary avenues for usage from relevance for HP ePrint ordinary work and life circumstances. technology • LocateEprint Demo Situations near the targets. • Live demo stations/interactive Create a need for using Eprint. demo at last 3 feet to showcase ePrint • Create a tangible representation of what HP products and company stand for and remind • Acquire mind-share for HP targets about the impact of its continuing printers via its leadership and innovation and how each product synergizes to innovation positioning deliver innovation solutions to business and life.
HP DISTRICT HP District is home to many of Vietnam’s largest and successful businesses & companies. HP District champions INNOVATION and put CONVENIENCE on top priority. This is a place where we can see, know and experience (1) HP’s corporate pillars and (2) engage in the convenience and other benefits of Eprint’s technology.
Meaningful Innovation Passion for Customers Uncompromising Integrity Trust and Speed and respect Agility for individuals Achievement & Results Contribution through Teamwork HP DISTRICT
ELIFE PR releases & Advertorials Activation Digital Microsite INvites and Engagement On Ground On Ground Activation Engagement (4 COrners) (Eprint Zones) HP DISTRICT A c t i v i t i e s
Campaign Strategy Consumers in Control. Experience Specific Targets WOM & Personal “Print anytime anywhere from any device.” General Public testimonies for actual for awareness, application and TARGET endorsement (WOM), integration in business buzz and consideration and life to push product and bandwagon. Share Share Experience Experience uphold brand claims: create more convenience, benefits easy foster a and creative mobility community of usage in business actual users & and life advocates
Look & Feel Reference Video Link: http://www.youtube.com/watch?v=hjHx00USnYM Adapting color scheme inspiration from Sehsucht’s VW Think Blue Campaign: where buildings are all turned to shades of blue, modern3d caricatures blended with progressive art rendition of work places and environment --- turning all objects to icons.
Logo Artwork Strong, solid, and towering Through other communication Integrating HP logo on top of building to symbolize identity, materials, the logo may morph to dominance, recognition and other designs interpretation superior. depending on the activities.
Sample Key Visuals
PILLARS OF HP DISTRICT District HP aims to create a community of Eprint believers. We aim to target audiences which fit Eprint’s consumer profile as well as the general public who may be strong product and brand advocates in the future. All efforts reflect primary brand’s essence: easy and convenient. HP Ideas District Adopt an Worth Activity Eprint Spreading Zones Campaign & Four Partnership with local Corners Business owners will TED.COM affiliates, we aim to be invited to use equate HP and Eprint with Eprint technology by innovation while associating Through various District simply signing Eprint as the current HP Activity Zones, we up.They will however technological idea that will intend to engage the tasked to report and change the way we do public in a more personal update varying and business and life in general. level. Goal: Make Eprint arising usage, Simple mechanics: The public top of mind and create a benefits and will be asked to email their collective norm in printing application of Eprint ideas. HP supports the best your documents, fast, in their business idea. Culminate in a national and conveniently. operations. conference to spread the fruits of the chosen idea.
Phase 1 Phase 2 Phase3 Constructing E E district/ E-Park Living the E-Life FEBRUARY MARCH APRIL WEEK WEEK WEEK 1 2 3 4 1 2 3 4 1 2 3 4 Introduce EPrint technology to main targets & general public Differentiated Value Spread Awareness and Hype about the breakthrough Consumer Engagement and Usage + Relevance Amplify customer testimonials and actual technology Engage public in actual experience and emphasize/ benefits derived from actual use of Eprint. Educate targets on HP’s commitment in delivering highlight clear benefits in communication channels. Inspire other relevant usage and benefits technological advantage that makes life and business Introduce zones and support for immersive Eprint through PR and WOM. easy and convenient for all. Thus, Eprint’s introduction. experience at all possible contact points: POS, Office, Involve general public to hyoe buzz and interest. Cafes, Digital, PR. ADOPT AN EPRINT ADOPT AN EPRINT ADOPT AN EPRINT ADOPT AN EPRINT Forum Testimonials & PR Coverage Sign Up Awarding to Companies Actual Company Usage Digital INitiative PR IDEAS WORTH IDEAS WORTH SPREADING IDEAS WORTH SPREADING Conference in Hanoi and HCM SPREADING Awarding of Grant and Call for Entries Research Proper PR Write-up INtroduction of Eprint EPRrint Zones all over the city Microsite Launch HP District 4 Corners 4 Corners Implementation
Adopt an Eprint Printer Be the first to use Eprint in your business Invite business owners to Experience Eprint’s convenience -- making it an integral part of their business. 1 2 3 4 CALL FOR ACTION Open an online sign up board for CEOs. CEOs will SELECTION EPRINT IN THE OFFICE AGREEMENTS be asked to surrender HP Reps verify HP visits the company and Company to agree organization information: information via phone install Eprint. HP to and sign a waiver nature of biz, company calls.HP selects recommend how Eprint for possible headcount, contact companies to avail of can change thebusiness cooperation for PR details.Or send Company EPrint printer. operation. efforts. details in Designated Eprint email address to be chosen. Administration/ Customer Service/Feedback Marketing Campaigns HR Internal Operations Include Eprint’s email address Encourage Open Door - Print brochures or Encourage job applicants Feedback system with HOW CAN EPRINT Administration in Customer Feedback or leaflets instantly. to send their CV straight CEO by emailing concerns/ HELP BUSINESS? Real time Sales contact information given to Integration in Direct to Eprint email address. ideas straight to CEO’s Reports companies’ consumers, clients Marketing Efforts Eprint facility. Order Forms and products.
IDEAS WORTH SHARING. Bringing together the world’s most fascinating thinkers and doers. Our mission: Spreading ideas. HP VALUES: Trust and respect for individuals We believe passionately in the power of We work together to create a culture of ideas to change attitudes, lives and inclusion built on trust, respect and ultimately, the world. So we're building dignity for all. here a clearinghouse that offers free knowledge and inspiration from the Meaningful innovation world's most inspired thinkers, and also a We are the technology company that community of curious souls to engage invents the useful and the significant. with ideas and each other. Mechanics Panel of Experts from TEDx and HP Global will choose the best idea to be developed. HP Have an idea for Technology, grants 5K - 10k USD fund for Entertainment or Design? We want the development of THE IDEA. to HEAR from you. Upon completion and approval by HP and TeD Organization, PUBLIC make their own idea map winners will present the work in or proposal and send to TEDX TEDx Conference in Hanoi and Eprint emaill address. HCM City.
HP DISTRICT ACTIVITIES Usage and Experience in Office and Public. FOUR CORNERS EZONES CORNER INTEGRATED ACTIVITIES CORNER 1) Celebrity Visits ACTIVITIES 2) Accidental Tourists 3) Instant EGifts 4) Unplugged Entertainment 1) Accidental Tourist 1) Hidden HP 2) Installation Art 2) Bring Me Game 3) Print Genie 3) Eparty 4) Unplugged Entertainment
HP DISTRICT Four Corners Four Corners represent the borderless North reach of the earth. Four corners represent the boundless and limitless possibilities we can experience through HP’s Eprint. West East HP District will implement in 4 buildings in the city where activities about EPrint’s convenience and claims will be proven. As a starting point, we intend to choose location in the North, East, West and South of HCM and Hanoi. South
HP DISTRICT Four Corners Location Recommendations North HCM Hanoi North Parkson Airport Saigon Trade West East East Center West NowZone South Saigon Center A Eprint Booth will be situated in the buiding main lobby or high traffic area. South
ACTIVITIES Accidental Tourist A rotating backdrop of colorful Visitors to go to the awe-inspiring places will stand booth, send their as the background for group or photos to Eprint individual pictures via their facility to get their email-enabled mobile phones. pictures instantly.
ACTIVITIES print Print Genie Your wish is my command! > 1. Get the Eprint’s email address. 2. Email your Visitors can activate documents. their special powers by being allowed to 3. print 3 documents or photos in the Eprint Get your printed facility free of matter instantly. charge.
ACTIVITIES Interval Entertainment during off peak hours to attract visitors and prove Eprint’s benefits. Unplugged Visitors will be entertained with a tasty relaxing chillout acoustic entertainment from local acoustic bands. Song Requests may be sent to Eprint Facility-- to be placed beside the singer during the act.
ACTIVITIES Bring objects from the other corner and win a prize for 2! Bring Me Game! Every hour, HP BA will ask visitors to bring objects found inside and outside the buildings included in the Four Corner. The twist - they should bring photos of objects (and not the actual)printed in HP Eprint. HP BA: Bring me an airplane! HP BA calls the receiver to claim 2 prizes for their team. Other examples of objects to bring: Visitor calls a friend in Parkson Airport to Bring me the airport! take pictures of airplane. Bring me the elevator in NowZone! Bring me a new shirt from FCUK! Friend sends the picture with the name of his/ her friend and contact details to Eprint email address.
ACTIVITIES A gathering of infuencers, relevant celebs and targets in 4 Corners location. EParty HP to send email invitation to office HR/CEOs in every building. Receivers input their names, pictures, information. Receivers may upload in their email enabled phone and print onsite their invitation. Take photos , Enjoy and Share the Eprint Party. Sample Program Flow 1) Registration via Eprint 2) Eprint Overview Sample Program 3) Share your Eparty FLow Experience 4) Celebrity Sightings Eprints
A mobile booth where general public can Activities experience Eprint’s amazing technology instantly. Mobile EPrint Zones Components: Mobile EPrint Zones are web-connected booths containing the Eprint Facility, photo gallery and Eprint Ambassadors. The objective is to immerse and excite the public about Eprint Facility. (1) Eprint Facility Locations to be Visited: Parks (2) Photo Gallery for Photo Malls Select POS Display (3) Eprint BA’s HP Showroom Office Buildings Sponsored Events
Activities Side activities aimed to excite the public and invite them to try Eprint. EPrint Zones Side Activities Celebs Visit Catch. Print. Free. Celebs will be scheduled to visit the HP Eprint Zones where (1) HP partners with stores for freebies. Accidental Tourists visitors can capture their Celeb (2) HP creates an interactive billboard to be shown in moments and print instantly A rotating backdrop of colorful awe- LCD TVs across the city. inspiring places will stand as the through Eprint. (3) HP creates a game featuring menu of different background for group or individual items from partners flying around the screen. pictures via their email-enabled mobile Also, Celeb will send (3) The menu will point people to catch an item from phones. inspirational / motivational partners and claim their freebies by printing it in the personalized photo notes to HP store’s Eprint facility. Catch a photo of Caramel Visitors to go to the booth, send email addresses. Macchiato and get one for free. Print your photo their photos to Eprint facility to get and Claim at Highlands Coffee Saigon Center. their pictures instantly.
Activities HP District Icons Treasure Hunt Game Hidden HP Hidden District HP sticker icons will be placed strategically in the 4 corners vicinity. Targets need to photograph HP sticker Icons will be hidden in the elevator, the icon and print in Eprint office desks, entrances, etc. Zones to win instant prizes..
Summary Adopt an Eprint 4Corners Call for Sign up Implementation in 4 Buildings Deliberation Culminating Event - EParty Awarding of Eprint Monitoring & Updates Ideas Worth Sharing Eprint Zones Parthership with TED Implementation in Call for Entries Parks Selection of Idea POS Awarding HP Showroom Rsearch and Development of Idea Sponsored Events Conference in HCM & Hanoi
PR Proposed by Square Group
Phases - PR HP E-printer technology Concept : HP- E District
Message House HP District Phase 3 E Community HP E printer E-life E-Party : 1. Professional IT Go into life How Fans & Celebs Expert’s opinion 1. Testimonial of actual interaction ? 2. Consumers ’s opinion product experience 2. The conclusion 4 corners integrated HP E printer launching day 1st HP E printers with the E- Phase 2 Media Launch & Consumer activities technologies E-4 Corners Launch/ Technology revolution/ HP E printers technology keeps Focus on product types for Products highllight the whole world in touch easily for Different target audiences a more success and closeness E park : N-E-W-S events in HCMC Phase 1 E-District Construction
PR MILESTONE TIMELINE Feb 2011 Communication Timeline Mar 2011 Apr 2011 w3 w4 w1 w2 w3 w4 w1 w2 w3 W4 Launch Day HP E printer launching day Media Launch & Consumer launch Technology revolution E printer teasing : Let’s Imagine not only e- business but e- life … E Park : 4 corners integrated activities HP E printers technology keeps the whole world in touch easily for a Event teasing: An new life in more success and closeness E District that you ever head, ever seen 1st HP E printers with the E- technologies Focus on product types for Different target audiences E-Party : How Fans & Celebs joining ? E Community 1. Professional IT Expert’s opinion 2. Consumers ’s opinion HP E printer Go into life 1. Testimonial of actual product experience 2. The conclusion
Media Tactics • The whole campaign: Focus on IT target : 60%, mass: 40%. Allocation: o Phase 1: IT: 70%, Mass: 30% o Phase 2: IT: 70%, Mass: 30% o Phase 3: IT: 40%, Mass: 60% Media Focus  IT group: PC World Vietnam (series A&B), E++ , Điện tử Tiêu dùng, Nghe Nhìn, Mobile review, Nhịp sống số, Thế Giới @, Khoa học & Đời sống, Khoa học phổ thông (Làm bạn với máy tính), E-Chip Mobile , E-chip IT, Tin học đời sống, Thế giới số, Stuff, Siêu Thị Số, Xã hội thông tin, Khoa học & công nghệ, Siêu thị thông tin, Số hóa…  Mass group: Thanh Niên, Tuổi Trẻ, Sài Gòn Tiếp Thị, Hà Nội Mới, An ninh thủ đô, Thời báo kinh tế Việt Nam, Thể thao & Văn hóa, Thể thao văn hóa & Đàn ông, Vnexpress, Vietnamnet…  TV station: Cuộc sống số - VTV, Chuyên mục Công nghệ thông tin - HTV • Use “the E District” – as a metaphorical image stands for a convenient & unlimited life including both business success and emotion connection brought by HP technology. • Use IT forums leaders and Top IT magazines’ as strong influencers. • Use celebrities and fan’s adoration as key hooks.
Phase 1
Under E Construction Phase 1 Angle 1: What e-life means? • Provide consumers definition Angle 2: E- Park is coming soon of what e-life means: Connection •Trigger the information of the event / Relating to business and emotion concept to create “hot discussion of people becomes so easy and news” on multi channels convenient without any border. •Give the activities information, • Tease consumers with an Places, time…. E- technology and devices for their benefits Approach: • Lobby for E - printer launch Approach: • Be the first to see, touch, feel and share • Let’s Imagine not only e- business • Prizes as hooks but e- life around us • Count down number participant • What is under E- construction ? and day • E life is coming soon… • Highlight the potential Methods of delivery utilities for consumers • Special news • Boxes on advertorials. Methods of delivery • Forum seeding: 20 hot forum • Editorials • Advertorials Media List • Forum seeding Reference in the excel Media list: Reference in the excel
Phase 2
E Park Phase 2 Angle 1: The Press Conference • Launch technology/products Angle 2: Direct information of New Angle 3: HP VIP interview officially to media HP E printer technology & 1st products •Use HP VIP voice to highlight the • Provide media full information of •Communicate , highlight in directly strength of HP, willing of market owning Products/technology . way the product features, technology … in the category .. • Announce the campaign with E park • Give consumers the welcoming •Convey corporate commitment Concept . Attitude of the world and VN market • Provide full information of E park Approach: activities • The proud of HP Approach: • The E- printer : Concept source •E life – closer and more convenient • Leadership and innovation Approach: •Vietnam printer market & E printer • Business plan in VN revolution • E printers and application to life • The 1st technology in the world • The most convenient , easy Methods of delivery contribution to human sharing. Methods of delivery • Benefits of E printers to life • Special news • Interview advertorials • Event activities : link directly to the • Editorials main message of the campaign • Advertorials • Information boxes on advertorials. Media List Methods of delivery • Forum seeding Reference in the excel • News coverage : 40-50 media Media List Media list: Reference in the excel Reference in the excel
E Park Phase 2 - cont Angle 4: The E park events activities ( week days) • Communicate activities content and meanings. • Report the activities atmosphere • Highlight celebs Approach: • 4 corners of the earth integration with HP E printers. • Surprising and exciting with activities that express a breakthrough technology • Travel around the world in the event (photo taking corner) • Prizes getting chances • Offices on the buildings join activities with full of energy Methods of delivery • News coverage : 40-50 media Media list: Reference in the excel
Phase 3
E Life Phase 3 Angle 1: E – Party • Report the activities atmosphere Angle 2: Celebrities highlight Angle 3: Testimonial • Thru activities highlight the ( weekend) • Professional : Use leaders of message of “ HP E printer helps •Use celebs influence to draw attention Hitech magazine . Top forums you print your emotion and career leader s as Influencers. from all directions of the earth, • End users : Consumer’s opinion wherever you are ” Approach: after experiencing products • Celebs talk about feeling with HP E- printers/ how it is convenient Approach: Approach: •Evaluate the technology and product •Why its called E party ? For her life and business…. • Pictures of her joining E Party and as the leaders in the category. •How fans and celebs join the E party? •Convenient sharing focus •How 4 corners share pictures and Share with friends. • Opinion of fans •Business support Information. •Easy to share •Get people closer Methods of delivery Methods of delivery • Advertorials Methods of delivery • Special news • Editorials • Pictorials • Advertorials • Advertorials • Information boxes on advertorials. • Information boxes on advertorials. • Forum seeding • Forum seeding Media List Reference in the excel Media List Media List Reference in the excel Reference in the excel
Digital
Communication Channels Digital Facebook Fanpage Email Marketing Microsite www.facebook.com/hpdistrict www.hpdistrict.com Creating a Facebook Fanpage to introduce the Email blast to targets’ database to campaign to general public. invite and participate in on-ground Experience eprint convenience through games and offline activities. and activities online. Link to Microsite to connect people to spread HP District & Eprint. Forum Seeding Web Banners 70% technology forum + 30% others Intrigue and Tease Creating relevant threads on HP Distcrict & HP Placement of ads on sites visited e-print technology to make buzz and interest by targets to excite general public about activities in: and targets to try and experience * Phase 1: E district construction Eprint. * Phase 2: E-zone * Phase 3: E-life
Microsite www.hpdistrict.com EGAMES EZONES Build activities to Introduce and EPRINT engage audience Introduce HP engage Targets In E-DIstrict with ONLINE Eprint versions of TEchnology Construction EPrint Zone Activities Artwork - Peg Only Artwork - Peg Only Artwork - Peg Only
E-game E- E-print E-zones experience www.hpdistrict.com www.hpdistrict.com www.hpdistrict.com
EPrint EPrint Introduce HP E-prints solution - Process - How can to use?
EGame A. Game - E District construction Game 1. People register by email to attend the Game 2. HP District will send the members a part of HP district image (random) E-game 3. Members will send the image to email of e-print (on www.hpdistrict.com) ! the e-print will print a part of image for members. 4. 100 members merge the part of image into HP district image will win B. Online Lucky Draw: The end the campaign; members can win 10 HP Printers by lucky draw
Register by email Send a part of district to members Send a part of district
EPrint Zones North Introduce and engage targets through online versions of EPrint-zones activities: West East - Location - Times - Celebrity - How can to join? South
EXperience Mr Lê Thanh Phương (thirth from Mr Lê Trung Việt right) Chief Editor PC WORLD Phong Vu Director Celebrities & members share their REAL experience about e-print Mr Nguyễn Hữu Lệ Chairman of TMA Solutions
Viral Marketing Strategy Objective Creating awareness and Generating interest Driving traffic of excitement of latest HP through big buzz to make consumers to stores to ePrint technology consumers experience purchase HP ePrinter and consider HP ePrinter HP e-District is under HP ePrint technology Message HP ePrinter helps the construction ... Joint makes the printing much consumers live an easy www.hpdistrict.com to easier than ever ... Feeling and convenient explore the ePrint 100% in eLife now technology 4 e-Corners
Forum Seeding Breakdown: 70% technology forum + 30% others Many HP ePrinters threads posted by high-ranking forum members in hot boxes on 15 - 18 most popular forums. Daily comment feed. Always on top page  Agency Guarantee Topic & Views Comments 1,000 600,000
Forum No Forum Member* Post* 1 www.hdvietnam.com 263,389 1,046,827 2 www.tinhte.vn/forum 528,171 3,434,766 3 www.vn-zoom.com 2,967,816 2.943.638 4 www.otosaigon.com/forum 44,909 1,296,982 5 www.diendantinhoc.vn 72,536 124,489 6 www.shoptinhoc.com 424,761 278,753 7 www.webtretho.com 464,536 8,025,066 8 www.lamchame.com/forum 82,002 2,730,653 9 www.5giay.vn 581,221 27,300,965 10 www.ddth.com 804,697 1,867,686
Forum No Forum Member* Post* 11 www.softvnn.com 339,372 694,274 12 www.pdaviet.net 475,238 1,225,402 13 www.forum..tech24.vn 796,546 233,663 14 www.cuasotinhoc.vn 293,456 895,615 15 www.shoptinhoc.com 424,761 278,753 16 www.techgsm.vn 25,671 39,643 17 www.khoahocphothong.net 532.042 901.734 18 www.diendantinhoc.vn 72,536 124,489
Facebook Fanpage www.facebook.com/ hpdistrict.com In Terms & Condition, Hot news, results, etc. will be posted on the wall  Guarantee: minimum of 1,000 fans & friends
Web Banners for reference only  Selecting www.vnexpress.net, www.tinhte.vn and Facebook Ads by prioritizing audience delivery (reach) and relevance to brand (quality of exposure)  Utilizing rich media interactive ads and For reference attractive call-for-action to achieve only greater click through rates (CTR) and driving netcitizens to HP ePrinter microsite  Utilizing the best available position on 2 portals to reach maximum audience online - floating banner (VNExpress), right banner (Tinh Te)
Email Marketing for reference only Total emails: 500,000 2 main messages spreading: Phase 1: E-Park is coming soon on www.hpdistrict.com Phase 2: Direct information of new HP e printer Receivers will be the members of : D-Square database
THANK YOU! 56

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Hp e print_square_plan_v1

  • 1. HP Print A Presentation by Square Group December 7, 2010
  • 2. Contents Presentation Summary Affordable EPrint Professional Campaign Printer Promotional Campaigns
  • 3. Targets main WHO THEY ARE: Skewed to male, aged 30-49, with established career and family. Likely to own a business, or work in MNC in a senior position with influence on company’s IT purchase. THEY WANT: Like the latest technologies, are early adopters. Willing to pay for top-range gadgets that bestow status and complement their busy, highly mobile lifestyles. WHAT THEY PRINT: Print frequently in both color and B&W in the office and at home (mainly results of internet search, work documents and some photos). PRINTING WISHLIST: Attractive printers; print from mobile device/without PC; print from outside home/ office when needed. WHY THEY PRINT: Like printing work completed and ideas to share as it feels more “real”/tangible. Printing helps them feel prepared, stay organized and productive. secondary GENERAL PUBLIC, INFLUENCERS, PRESS CORPS
  • 4. Brief & Agency Response Brief & Agency Objectives Response • Create awareness and usage • Createextraordinary avenues for usage from relevance for HP ePrint ordinary work and life circumstances. technology • LocateEprint Demo Situations near the targets. • Live demo stations/interactive Create a need for using Eprint. demo at last 3 feet to showcase ePrint • Create a tangible representation of what HP products and company stand for and remind • Acquire mind-share for HP targets about the impact of its continuing printers via its leadership and innovation and how each product synergizes to innovation positioning deliver innovation solutions to business and life.
  • 5. HP DISTRICT HP District is home to many of Vietnam’s largest and successful businesses & companies. HP District champions INNOVATION and put CONVENIENCE on top priority. This is a place where we can see, know and experience (1) HP’s corporate pillars and (2) engage in the convenience and other benefits of Eprint’s technology.
  • 6. Meaningful Innovation Passion for Customers Uncompromising Integrity Trust and Speed and respect Agility for individuals Achievement & Results Contribution through Teamwork HP DISTRICT
  • 7. ELIFE PR releases & Advertorials Activation Digital Microsite INvites and Engagement On Ground On Ground Activation Engagement (4 COrners) (Eprint Zones) HP DISTRICT A c t i v i t i e s
  • 8. Campaign Strategy Consumers in Control. Experience Specific Targets WOM & Personal “Print anytime anywhere from any device.” General Public testimonies for actual for awareness, application and TARGET endorsement (WOM), integration in business buzz and consideration and life to push product and bandwagon. Share Share Experience Experience uphold brand claims: create more convenience, benefits easy foster a and creative mobility community of usage in business actual users & and life advocates
  • 9. Look & Feel Reference Video Link: http://www.youtube.com/watch?v=hjHx00USnYM Adapting color scheme inspiration from Sehsucht’s VW Think Blue Campaign: where buildings are all turned to shades of blue, modern3d caricatures blended with progressive art rendition of work places and environment --- turning all objects to icons.
  • 10. Logo Artwork Strong, solid, and towering Through other communication Integrating HP logo on top of building to symbolize identity, materials, the logo may morph to dominance, recognition and other designs interpretation superior. depending on the activities.
  • 12. PILLARS OF HP DISTRICT District HP aims to create a community of Eprint believers. We aim to target audiences which fit Eprint’s consumer profile as well as the general public who may be strong product and brand advocates in the future. All efforts reflect primary brand’s essence: easy and convenient. HP Ideas District Adopt an Worth Activity Eprint Spreading Zones Campaign & Four Partnership with local Corners Business owners will TED.COM affiliates, we aim to be invited to use equate HP and Eprint with Eprint technology by innovation while associating Through various District simply signing Eprint as the current HP Activity Zones, we up.They will however technological idea that will intend to engage the tasked to report and change the way we do public in a more personal update varying and business and life in general. level. Goal: Make Eprint arising usage, Simple mechanics: The public top of mind and create a benefits and will be asked to email their collective norm in printing application of Eprint ideas. HP supports the best your documents, fast, in their business idea. Culminate in a national and conveniently. operations. conference to spread the fruits of the chosen idea.
  • 13. Phase 1 Phase 2 Phase3 Constructing E E district/ E-Park Living the E-Life FEBRUARY MARCH APRIL WEEK WEEK WEEK 1 2 3 4 1 2 3 4 1 2 3 4 Introduce EPrint technology to main targets & general public Differentiated Value Spread Awareness and Hype about the breakthrough Consumer Engagement and Usage + Relevance Amplify customer testimonials and actual technology Engage public in actual experience and emphasize/ benefits derived from actual use of Eprint. Educate targets on HP’s commitment in delivering highlight clear benefits in communication channels. Inspire other relevant usage and benefits technological advantage that makes life and business Introduce zones and support for immersive Eprint through PR and WOM. easy and convenient for all. Thus, Eprint’s introduction. experience at all possible contact points: POS, Office, Involve general public to hyoe buzz and interest. Cafes, Digital, PR. ADOPT AN EPRINT ADOPT AN EPRINT ADOPT AN EPRINT ADOPT AN EPRINT Forum Testimonials & PR Coverage Sign Up Awarding to Companies Actual Company Usage Digital INitiative PR IDEAS WORTH IDEAS WORTH SPREADING IDEAS WORTH SPREADING Conference in Hanoi and HCM SPREADING Awarding of Grant and Call for Entries Research Proper PR Write-up INtroduction of Eprint EPRrint Zones all over the city Microsite Launch HP District 4 Corners 4 Corners Implementation
  • 14. Adopt an Eprint Printer Be the first to use Eprint in your business Invite business owners to Experience Eprint’s convenience -- making it an integral part of their business. 1 2 3 4 CALL FOR ACTION Open an online sign up board for CEOs. CEOs will SELECTION EPRINT IN THE OFFICE AGREEMENTS be asked to surrender HP Reps verify HP visits the company and Company to agree organization information: information via phone install Eprint. HP to and sign a waiver nature of biz, company calls.HP selects recommend how Eprint for possible headcount, contact companies to avail of can change thebusiness cooperation for PR details.Or send Company EPrint printer. operation. efforts. details in Designated Eprint email address to be chosen. Administration/ Customer Service/Feedback Marketing Campaigns HR Internal Operations Include Eprint’s email address Encourage Open Door - Print brochures or Encourage job applicants Feedback system with HOW CAN EPRINT Administration in Customer Feedback or leaflets instantly. to send their CV straight CEO by emailing concerns/ HELP BUSINESS? Real time Sales contact information given to Integration in Direct to Eprint email address. ideas straight to CEO’s Reports companies’ consumers, clients Marketing Efforts Eprint facility. Order Forms and products.
  • 15. IDEAS WORTH SHARING. Bringing together the world’s most fascinating thinkers and doers. Our mission: Spreading ideas. HP VALUES: Trust and respect for individuals We believe passionately in the power of We work together to create a culture of ideas to change attitudes, lives and inclusion built on trust, respect and ultimately, the world. So we're building dignity for all. here a clearinghouse that offers free knowledge and inspiration from the Meaningful innovation world's most inspired thinkers, and also a We are the technology company that community of curious souls to engage invents the useful and the significant. with ideas and each other. Mechanics Panel of Experts from TEDx and HP Global will choose the best idea to be developed. HP Have an idea for Technology, grants 5K - 10k USD fund for Entertainment or Design? We want the development of THE IDEA. to HEAR from you. Upon completion and approval by HP and TeD Organization, PUBLIC make their own idea map winners will present the work in or proposal and send to TEDX TEDx Conference in Hanoi and Eprint emaill address. HCM City.
  • 16. HP DISTRICT ACTIVITIES Usage and Experience in Office and Public. FOUR CORNERS EZONES CORNER INTEGRATED ACTIVITIES CORNER 1) Celebrity Visits ACTIVITIES 2) Accidental Tourists 3) Instant EGifts 4) Unplugged Entertainment 1) Accidental Tourist 1) Hidden HP 2) Installation Art 2) Bring Me Game 3) Print Genie 3) Eparty 4) Unplugged Entertainment
  • 17. HP DISTRICT Four Corners Four Corners represent the borderless North reach of the earth. Four corners represent the boundless and limitless possibilities we can experience through HP’s Eprint. West East HP District will implement in 4 buildings in the city where activities about EPrint’s convenience and claims will be proven. As a starting point, we intend to choose location in the North, East, West and South of HCM and Hanoi. South
  • 18. HP DISTRICT Four Corners Location Recommendations North HCM Hanoi North Parkson Airport Saigon Trade West East East Center West NowZone South Saigon Center A Eprint Booth will be situated in the buiding main lobby or high traffic area. South
  • 19. ACTIVITIES Accidental Tourist A rotating backdrop of colorful Visitors to go to the awe-inspiring places will stand booth, send their as the background for group or photos to Eprint individual pictures via their facility to get their email-enabled mobile phones. pictures instantly.
  • 20. ACTIVITIES print Print Genie Your wish is my command! > 1. Get the Eprint’s email address. 2. Email your Visitors can activate documents. their special powers by being allowed to 3. print 3 documents or photos in the Eprint Get your printed facility free of matter instantly. charge.
  • 21. ACTIVITIES Interval Entertainment during off peak hours to attract visitors and prove Eprint’s benefits. Unplugged Visitors will be entertained with a tasty relaxing chillout acoustic entertainment from local acoustic bands. Song Requests may be sent to Eprint Facility-- to be placed beside the singer during the act.
  • 22. ACTIVITIES Bring objects from the other corner and win a prize for 2! Bring Me Game! Every hour, HP BA will ask visitors to bring objects found inside and outside the buildings included in the Four Corner. The twist - they should bring photos of objects (and not the actual)printed in HP Eprint. HP BA: Bring me an airplane! HP BA calls the receiver to claim 2 prizes for their team. Other examples of objects to bring: Visitor calls a friend in Parkson Airport to Bring me the airport! take pictures of airplane. Bring me the elevator in NowZone! Bring me a new shirt from FCUK! Friend sends the picture with the name of his/ her friend and contact details to Eprint email address.
  • 23. ACTIVITIES A gathering of infuencers, relevant celebs and targets in 4 Corners location. EParty HP to send email invitation to office HR/CEOs in every building. Receivers input their names, pictures, information. Receivers may upload in their email enabled phone and print onsite their invitation. Take photos , Enjoy and Share the Eprint Party. Sample Program Flow 1) Registration via Eprint 2) Eprint Overview Sample Program 3) Share your Eparty FLow Experience 4) Celebrity Sightings Eprints
  • 24. A mobile booth where general public can Activities experience Eprint’s amazing technology instantly. Mobile EPrint Zones Components: Mobile EPrint Zones are web-connected booths containing the Eprint Facility, photo gallery and Eprint Ambassadors. The objective is to immerse and excite the public about Eprint Facility. (1) Eprint Facility Locations to be Visited: Parks (2) Photo Gallery for Photo Malls Select POS Display (3) Eprint BA’s HP Showroom Office Buildings Sponsored Events
  • 25. Activities Side activities aimed to excite the public and invite them to try Eprint. EPrint Zones Side Activities Celebs Visit Catch. Print. Free. Celebs will be scheduled to visit the HP Eprint Zones where (1) HP partners with stores for freebies. Accidental Tourists visitors can capture their Celeb (2) HP creates an interactive billboard to be shown in moments and print instantly A rotating backdrop of colorful awe- LCD TVs across the city. inspiring places will stand as the through Eprint. (3) HP creates a game featuring menu of different background for group or individual items from partners flying around the screen. pictures via their email-enabled mobile Also, Celeb will send (3) The menu will point people to catch an item from phones. inspirational / motivational partners and claim their freebies by printing it in the personalized photo notes to HP store’s Eprint facility. Catch a photo of Caramel Visitors to go to the booth, send email addresses. Macchiato and get one for free. Print your photo their photos to Eprint facility to get and Claim at Highlands Coffee Saigon Center. their pictures instantly.
  • 26. Activities HP District Icons Treasure Hunt Game Hidden HP Hidden District HP sticker icons will be placed strategically in the 4 corners vicinity. Targets need to photograph HP sticker Icons will be hidden in the elevator, the icon and print in Eprint office desks, entrances, etc. Zones to win instant prizes..
  • 27. Summary Adopt an Eprint 4Corners Call for Sign up Implementation in 4 Buildings Deliberation Culminating Event - EParty Awarding of Eprint Monitoring & Updates Ideas Worth Sharing Eprint Zones Parthership with TED Implementation in Call for Entries Parks Selection of Idea POS Awarding HP Showroom Rsearch and Development of Idea Sponsored Events Conference in HCM & Hanoi
  • 28. PR Proposed by Square Group
  • 29. Phases - PR HP E-printer technology Concept : HP- E District
  • 30. Message House HP District Phase 3 E Community HP E printer E-life E-Party : 1. Professional IT Go into life How Fans & Celebs Expert’s opinion 1. Testimonial of actual interaction ? 2. Consumers ’s opinion product experience 2. The conclusion 4 corners integrated HP E printer launching day 1st HP E printers with the E- Phase 2 Media Launch & Consumer activities technologies E-4 Corners Launch/ Technology revolution/ HP E printers technology keeps Focus on product types for Products highllight the whole world in touch easily for Different target audiences a more success and closeness E park : N-E-W-S events in HCMC Phase 1 E-District Construction
  • 31. PR MILESTONE TIMELINE Feb 2011 Communication Timeline Mar 2011 Apr 2011 w3 w4 w1 w2 w3 w4 w1 w2 w3 W4 Launch Day HP E printer launching day Media Launch & Consumer launch Technology revolution E printer teasing : Let’s Imagine not only e- business but e- life … E Park : 4 corners integrated activities HP E printers technology keeps the whole world in touch easily for a Event teasing: An new life in more success and closeness E District that you ever head, ever seen 1st HP E printers with the E- technologies Focus on product types for Different target audiences E-Party : How Fans & Celebs joining ? E Community 1. Professional IT Expert’s opinion 2. Consumers ’s opinion HP E printer Go into life 1. Testimonial of actual product experience 2. The conclusion
  • 32. Media Tactics • The whole campaign: Focus on IT target : 60%, mass: 40%. Allocation: o Phase 1: IT: 70%, Mass: 30% o Phase 2: IT: 70%, Mass: 30% o Phase 3: IT: 40%, Mass: 60% Media Focus  IT group: PC World Vietnam (series A&B), E++ , Điện tử Tiêu dùng, Nghe Nhìn, Mobile review, Nhịp sống số, Thế Giới @, Khoa học & Đời sống, Khoa học phổ thông (Làm bạn với máy tính), E-Chip Mobile , E-chip IT, Tin học đời sống, Thế giới số, Stuff, Siêu Thị Số, Xã hội thông tin, Khoa học & công nghệ, Siêu thị thông tin, Số hóa…  Mass group: Thanh Niên, Tuổi Trẻ, Sài Gòn Tiếp Thị, Hà Nội Mới, An ninh thủ đô, Thời báo kinh tế Việt Nam, Thể thao & Văn hóa, Thể thao văn hóa & Đàn ông, Vnexpress, Vietnamnet…  TV station: Cuộc sống số - VTV, Chuyên mục Công nghệ thông tin - HTV • Use “the E District” – as a metaphorical image stands for a convenient & unlimited life including both business success and emotion connection brought by HP technology. • Use IT forums leaders and Top IT magazines’ as strong influencers. • Use celebrities and fan’s adoration as key hooks.
  • 34. Under E Construction Phase 1 Angle 1: What e-life means? • Provide consumers definition Angle 2: E- Park is coming soon of what e-life means: Connection •Trigger the information of the event / Relating to business and emotion concept to create “hot discussion of people becomes so easy and news” on multi channels convenient without any border. •Give the activities information, • Tease consumers with an Places, time…. E- technology and devices for their benefits Approach: • Lobby for E - printer launch Approach: • Be the first to see, touch, feel and share • Let’s Imagine not only e- business • Prizes as hooks but e- life around us • Count down number participant • What is under E- construction ? and day • E life is coming soon… • Highlight the potential Methods of delivery utilities for consumers • Special news • Boxes on advertorials. Methods of delivery • Forum seeding: 20 hot forum • Editorials • Advertorials Media List • Forum seeding Reference in the excel Media list: Reference in the excel
  • 36. E Park Phase 2 Angle 1: The Press Conference • Launch technology/products Angle 2: Direct information of New Angle 3: HP VIP interview officially to media HP E printer technology & 1st products •Use HP VIP voice to highlight the • Provide media full information of •Communicate , highlight in directly strength of HP, willing of market owning Products/technology . way the product features, technology … in the category .. • Announce the campaign with E park • Give consumers the welcoming •Convey corporate commitment Concept . Attitude of the world and VN market • Provide full information of E park Approach: activities • The proud of HP Approach: • The E- printer : Concept source •E life – closer and more convenient • Leadership and innovation Approach: •Vietnam printer market & E printer • Business plan in VN revolution • E printers and application to life • The 1st technology in the world • The most convenient , easy Methods of delivery contribution to human sharing. Methods of delivery • Benefits of E printers to life • Special news • Interview advertorials • Event activities : link directly to the • Editorials main message of the campaign • Advertorials • Information boxes on advertorials. Media List Methods of delivery • Forum seeding Reference in the excel • News coverage : 40-50 media Media List Media list: Reference in the excel Reference in the excel
  • 37. E Park Phase 2 - cont Angle 4: The E park events activities ( week days) • Communicate activities content and meanings. • Report the activities atmosphere • Highlight celebs Approach: • 4 corners of the earth integration with HP E printers. • Surprising and exciting with activities that express a breakthrough technology • Travel around the world in the event (photo taking corner) • Prizes getting chances • Offices on the buildings join activities with full of energy Methods of delivery • News coverage : 40-50 media Media list: Reference in the excel
  • 39. E Life Phase 3 Angle 1: E – Party • Report the activities atmosphere Angle 2: Celebrities highlight Angle 3: Testimonial • Thru activities highlight the ( weekend) • Professional : Use leaders of message of “ HP E printer helps •Use celebs influence to draw attention Hitech magazine . Top forums you print your emotion and career leader s as Influencers. from all directions of the earth, • End users : Consumer’s opinion wherever you are ” Approach: after experiencing products • Celebs talk about feeling with HP E- printers/ how it is convenient Approach: Approach: •Evaluate the technology and product •Why its called E party ? For her life and business…. • Pictures of her joining E Party and as the leaders in the category. •How fans and celebs join the E party? •Convenient sharing focus •How 4 corners share pictures and Share with friends. • Opinion of fans •Business support Information. •Easy to share •Get people closer Methods of delivery Methods of delivery • Advertorials Methods of delivery • Special news • Editorials • Pictorials • Advertorials • Advertorials • Information boxes on advertorials. • Information boxes on advertorials. • Forum seeding • Forum seeding Media List Reference in the excel Media List Media List Reference in the excel Reference in the excel
  • 41. Communication Channels Digital Facebook Fanpage Email Marketing Microsite www.facebook.com/hpdistrict www.hpdistrict.com Creating a Facebook Fanpage to introduce the Email blast to targets’ database to campaign to general public. invite and participate in on-ground Experience eprint convenience through games and offline activities. and activities online. Link to Microsite to connect people to spread HP District & Eprint. Forum Seeding Web Banners 70% technology forum + 30% others Intrigue and Tease Creating relevant threads on HP Distcrict & HP Placement of ads on sites visited e-print technology to make buzz and interest by targets to excite general public about activities in: and targets to try and experience * Phase 1: E district construction Eprint. * Phase 2: E-zone * Phase 3: E-life
  • 42. Microsite www.hpdistrict.com EGAMES EZONES Build activities to Introduce and EPRINT engage audience Introduce HP engage Targets In E-DIstrict with ONLINE Eprint versions of TEchnology Construction EPrint Zone Activities Artwork - Peg Only Artwork - Peg Only Artwork - Peg Only
  • 43. E-game E- E-print E-zones experience www.hpdistrict.com www.hpdistrict.com www.hpdistrict.com
  • 44. EPrint EPrint Introduce HP E-prints solution - Process - How can to use?
  • 45. EGame A. Game - E District construction Game 1. People register by email to attend the Game 2. HP District will send the members a part of HP district image (random) E-game 3. Members will send the image to email of e-print (on www.hpdistrict.com) ! the e-print will print a part of image for members. 4. 100 members merge the part of image into HP district image will win B. Online Lucky Draw: The end the campaign; members can win 10 HP Printers by lucky draw
  • 46. Register by email Send a part of district to members Send a part of district
  • 47. EPrint Zones North Introduce and engage targets through online versions of EPrint-zones activities: West East - Location - Times - Celebrity - How can to join? South
  • 48. EXperience Mr Lê Thanh Phương (thirth from Mr Lê Trung Việt right) Chief Editor PC WORLD Phong Vu Director Celebrities & members share their REAL experience about e-print Mr Nguyễn Hữu Lệ Chairman of TMA Solutions
  • 49. Viral Marketing Strategy Objective Creating awareness and Generating interest Driving traffic of excitement of latest HP through big buzz to make consumers to stores to ePrint technology consumers experience purchase HP ePrinter and consider HP ePrinter HP e-District is under HP ePrint technology Message HP ePrinter helps the construction ... Joint makes the printing much consumers live an easy www.hpdistrict.com to easier than ever ... Feeling and convenient explore the ePrint 100% in eLife now technology 4 e-Corners
  • 50. Forum Seeding Breakdown: 70% technology forum + 30% others Many HP ePrinters threads posted by high-ranking forum members in hot boxes on 15 - 18 most popular forums. Daily comment feed. Always on top page  Agency Guarantee Topic & Views Comments 1,000 600,000
  • 51. Forum No Forum Member* Post* 1 www.hdvietnam.com 263,389 1,046,827 2 www.tinhte.vn/forum 528,171 3,434,766 3 www.vn-zoom.com 2,967,816 2.943.638 4 www.otosaigon.com/forum 44,909 1,296,982 5 www.diendantinhoc.vn 72,536 124,489 6 www.shoptinhoc.com 424,761 278,753 7 www.webtretho.com 464,536 8,025,066 8 www.lamchame.com/forum 82,002 2,730,653 9 www.5giay.vn 581,221 27,300,965 10 www.ddth.com 804,697 1,867,686
  • 52. Forum No Forum Member* Post* 11 www.softvnn.com 339,372 694,274 12 www.pdaviet.net 475,238 1,225,402 13 www.forum..tech24.vn 796,546 233,663 14 www.cuasotinhoc.vn 293,456 895,615 15 www.shoptinhoc.com 424,761 278,753 16 www.techgsm.vn 25,671 39,643 17 www.khoahocphothong.net 532.042 901.734 18 www.diendantinhoc.vn 72,536 124,489
  • 53. Facebook Fanpage www.facebook.com/ hpdistrict.com In Terms & Condition, Hot news, results, etc. will be posted on the wall  Guarantee: minimum of 1,000 fans & friends
  • 54. Web Banners for reference only  Selecting www.vnexpress.net, www.tinhte.vn and Facebook Ads by prioritizing audience delivery (reach) and relevance to brand (quality of exposure)  Utilizing rich media interactive ads and For reference attractive call-for-action to achieve only greater click through rates (CTR) and driving netcitizens to HP ePrinter microsite  Utilizing the best available position on 2 portals to reach maximum audience online - floating banner (VNExpress), right banner (Tinh Te)
  • 55. Email Marketing for reference only Total emails: 500,000 2 main messages spreading: Phase 1: E-Park is coming soon on www.hpdistrict.com Phase 2: Direct information of new HP e printer Receivers will be the members of : D-Square database