HEWLETT PACKARD Ink Drops
1st February 2007 – 31 March 2007

Problem
With a cluttered market, tighter economy, shift to competitor remanufactured product and high stocks of product in the channel, HP needed a strong and innovative promotion to drive sales of inks and toners through all channels – wholesale, retail, corporate and end users.

This is a very low interest category where consumers purchase what they need, when they need it.

Opportunity
Create a compelling, fun and dynamic promotion, rewarding people for purchasing now and offering an incentive for them to purchase more. The appeal needed to multi faceted and have broad appeal across end consumers, wholesalers and retailers.

Solution
Based around the theme of “Ink Drops” – every 2 HP inks or toners you buy you received a $10 petrol voucher, free HP Advanced Photo Paper and one chance to win an amazing road trip for two down Route 66 in a fuel efficient Lexus Hybrid. The fuel-efficient hybrid car was chosen to reinforce the parallels between the fuel efficiency and cost effectiveness of HP inks/toners and a green transport medium.

The USA Road Trip draw was aimed at corporate and individual users. A reseller incentive programme was also developed for the wholesale and retail channels where buyers earned prizes, matching the value of inks and toners ordered.

Mechanics
Customers purchased, whether individually or through their company, completed the entry form online, scanned their receipts or attached them as proof of purchase and sent into HP by 5 April 2007. Petrol vouchers were despatched and their details entered into the draw for the USA Road trip.

The reseller promotion encompassed totalling all HP ink and toner products bought between 1 February and 31 March. The final total accumulated by 5 April 2007 was advised to the reseller who then nominated which cool lifestyle prize they preferred. The more HP inks and toners ordered the higher value prize received.

Communication
• Radio
• Point of sale – A0 & A2 Posters, wobblers, In store display stands
• DLE brochures – sent to all resellers and distributed through national mail box drop
• Website
• Trade presenter

Results
• There were 4112 entries in total to the promotion over the 2 month campaign.
• A total of 5636 petrol vouchers redeemed