Hp e print_square_plan_v1

HP Print

A Presentation by Square GroupDecember 7, 2010

Contents

EPrint Campaign

Affordable Professional

Printer Promotional Campaigns

Presentation Summary

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.

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.

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.

PRINTING WISHLIST: Attractive printers; print from mobile device/without PC; print from outside home/

office when needed.

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).

Targetsmain

secondaryGENERAL PUBLIC, INFLUENCERS, PRESS CORPS

Brief & Agency Response

• Create awareness and usage relevance for HP ePrint

technology

• Live demo stations/interactive demo at last 3 feet to showcase

ePrint

• Acquire mind-share for HP printers via its leadership and

innovation positioning

•Create extraordinary avenues for usage from ordinary work and life circumstances.

•Locate Eprint Demo Situations near the targets. Create a need for using Eprint.

•Create a tangible representation of what HP products and company stand for and remind targets about the impact of its continuing innovation and how each product synergizes to deliver innovation solutions to business and life.

Brief & Objectives

Agency Response

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.

HP DISTRICT

HP DISTRICT

Passion for Customers

Results through Teamwork

Speed and Agility

Uncompromising Integrity

Meaningful Innovation

Achievement & Contribution

Trust and respect for individuals

HP DISTRICT

PR releases & Advertorials

On Ground Engagement (Eprint Zones)

Microsite

Activation

ELIFE

On Ground Activation

(4 COrners)

Digital INvites and Engagement

A c t i v i t i e s

“Print anytime anywhere from any device.”

uphold brand claims:convenience,

easymobility

create more benefits

and creative usage in business

and life

Experience

Campaign Strategy

Consumers in Control.

foster a community of actual users &

advocates

Share Experience

General Publicfor awareness,

endorsement (WOM), buzz and consideration

Specific TargetsWOM & Personal

testimonies for actual application and

integration in business and life to push product

and bandwagon.

Share Experience

TARGET

Look & FeelReference 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 toweringIntegrating HP logo on top of building to symbolize identity, dominance, recognition and

superior.

Through other communication materials, the logo may morph to

other designs interpretation depending on the activities.

Sample Key Visuals

PILLARS OF HP DISTRICT

Adopt an Eprint

Campaign

HP District ActivityZones& Four

Corners

Ideas Worth

Spreading

Business owners will be invited to use

Eprint technology by simply signing

up.They will however tasked to report and update varying and

arising usage, benefits and

application of Eprint in their business

operations.

Partnership with local TED.COM affiliates, we aim to

equate HP and Eprint with innovation while associating

Eprint as the current technological idea that will

change the way we do business and life in general.

Simple mechanics: The public will be asked to email their

ideas. HP supports the best idea. Culminate in a national

conference to spread the fruits of the chosen idea.

Through various District HP Activity Zones, we intend to engage the

public in a more personal level. Goal: Make Eprint top of mind and create a collective norm in printing

your documents, fast, and conveniently.

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.

Phase 1 Phase 2 Phase3

Introduce EPrint technology to main targets & general publicSpread Awareness and Hype about the breakthrough technology Educate targets on HP’s commitment in delivering technological advantage that makes life and business easy and convenient for all. Thus, Eprint’s introduction.Involve general public to hyoe buzz and interest.

Consumer Engagement and Usage + RelevanceEngage public in actual experience and emphasize/highlight clear benefits in communication channels.Introduce zones and support for immersive Eprint

experience at all possible contact points: POS, Office, Cafes, Digital, PR.

Differentiated ValueAmplify customer testimonials and actual benefits derived from actual use of Eprint.Inspire other relevant usage and benefits

through PR and WOM.

Constructing E E district/ E-Park Living the E-Life

ADOPT AN EPRINTSign UpDigital INitiativePR

FEBRUARY MARCH APRILWEEK

1 2 3 4 1 2 3 4 1 2 3 4

IDEAS WORTH SPREADINGCall for Entries

HP District 4 Corners4 Corners Implementation

EPRrint Zones all over the city

IDEAS WORTH SPREADINGAwarding of Grant and Research Proper

IDEAS WORTH SPREADINGConference in Hanoi and HCM

ADOPT AN EPRINTAwarding to Companies

ADOPT AN EPRINTActual Company Usage

ADOPT AN EPRINTForum Testimonials & PR Coverage

PR Write-up INtroduction of Eprint

WEEK WEEK

Microsite Launch

Invite business owners to Experience Eprint’s convenience -- making it an integral part of their business.

Be the first to use Eprint in your business

Customer Service/Feedback

Include Eprint’s email address in Customer Feedback or

contact information given to companies’ consumers, clients

and products.

Marketing Campaigns

Print brochures or leaflets instantly.

Integration in Direct Marketing Efforts

Encourage Open Door -Feedback system with

CEO by emailing concerns/ideas straight to CEO’s

Eprint facility.

Internal

Adopt an Eprint Printer

HR

Encourage job applicants to send their CV straight to Eprint email address.

Administration/Operations

AdministrationReal time Sales

ReportsOrder Forms

CALL FOR ACTIONOpen an online sign up

board for CEOs. CEOs will be asked to surrender

organization information: nature of biz, company

headcount, contact details.Or send Company

details in Designated Eprint email address to be

chosen.

SELECTION HP Reps verify

information via phone calls.HP selects

companies to avail of EPrint printer.

EPRINT IN THE OFFICEHP visits the company and

install Eprint. HP to recommend how Eprint can change thebusiness

operation.

AGREEMENTSCompany to agree and sign a waiver

for possible cooperation for PR

efforts.

1 2 3 4

HOW CAN EPRINT HELP BUSINESS?

IDEAS WORTH SHARING.Bringing together the world’s most fascinating thinkers and doers.

Our mission: Spreading ideas.

We believe passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building here a clearinghouse that offers free knowledge and inspiration from the world's most inspired thinkers, and also a community of curious souls to engage with ideas and each other.

Meaningful innovation We are the technology company that invents the useful and the significant.

Trust and respect for individuals We work together to create a culture of inclusion built on trust, respect and dignity for all.

Panel of Experts from TEDx and HP Global will choose the best idea to be developed. HP grants 5K - 10k USD fund for the development of THE IDEA.

Have an idea for Technology,

Entertainment or Design? We want to HEAR from you.

Upon completion and approval by HP and TeD Organization,

winners will present the work in TEDx Conference in Hanoi and

HCM City.

PUBLIC make their own idea map or proposal and send to TEDX Eprint emaill address.

Mechanics

HP VALUES:

HP DISTRICT ACTIVITIES

EZONES

FOUR CORNERS

CORNER ACTIVITIES

INTEGRATED CORNER

ACTIVITIES

1) Accidental Tourist2) Installation Art

3) Print Genie4) Unplugged Entertainment

1) Hidden HP2) Bring Me Game

3) Eparty

1) Celebrity Visits2) Accidental Tourists

3) Instant EGifts4) Unplugged Entertainment

Usage and Experience in Office and Public.

HP DISTRICT Four CornersFour Corners represent the borderless

reach of the earth. Four corners represent the boundless and limitless

possibilities we can experience through HP’s Eprint.

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.

North

South

Eas

t

Wes

t

North

South

Eas

t

Wes

t

HCM Hanoi

North Parkson Airport

East Saigon Trade Center

West NowZone

South Saigon Center

A Eprint Booth will be situated in the buiding main lobby or high traffic area.

A Eprint Booth will be situated in the buiding main lobby or high traffic area.

A Eprint Booth will be situated in the buiding main lobby or high traffic area.

HP DISTRICT Four CornersLocation Recommendations

ACTIVITIES

A rotating backdrop of colorful awe-inspiring places will stand as the background for group or

individual pictures via their email-enabled mobile phones.

Accidental Tourist

Visitors to go to the booth, send their photos to Eprint

facility to get their pictures instantly.

Your wish is my command!

ACTIVITIES Print Genie

Visitors can activate their special powers by being allowed to

print 3 documents or photos in the Eprint

facility free of charge.

Get the Eprint’s email address.

1.

2.

3.

Email your documents.

Get your printed matter instantly.

>

print

ACTIVITIES 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.

Interval Entertainment during off peak hours to attract visitors and prove Eprint’s benefits.

ACTIVITIES 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!

Visitor calls a friend in Parkson Airport to take pictures of airplane.

Friend sends the picture with the name of his/her friend and contact details to Eprint email

address.

HP BA calls the receiver to claim 2 prizes for their team.

Other examples of objects to bring:Bring me the airport!

Bring me the elevator in NowZone!Bring me a new shirt from FCUK!

Bring objects from the other corner and win a prize for 2!

ACTIVITIES 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

Sample Program Flow1) Registration via Eprint

2) Eprint Overview3) Share your Eparty

Experience4) Celebrity Sightings

Eprints

A gathering of infuencers, relevant celebs and targets in 4 Corners location.

Mobile EPrint Zones

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.

Activities

Locations to be Visited:ParksMallsSelect POSHP ShowroomOffice BuildingsSponsored Events

Components:

(1) Eprint Facility(2) Photo Gallery for Photo

Display(3) Eprint BA’s

A mobile booth where general public can experience Eprint’s amazing technology

instantly.

Catch. Print. Free.Celebs Visit

Activities

Accidental TouristsCelebs will be scheduled to visit the HP Eprint Zones where

visitors can capture their Celeb moments and print instantly

through Eprint.

Also, Celeb will send inspirational / motivational

personalized photo notes to HP email addresses.

(1) HP partners with stores for freebies.(2) HP creates an interactive billboard to be shown in

LCD TVs across the city.(3) HP creates a game featuring menu of different

items from partners flying around the screen. (3) The menu will point people to catch an item from partners and claim their freebies by printing it in the

store’s Eprint facility. Catch a photo of Caramel Macchiato and get one for free. Print your photo

and Claim at Highlands Coffee Saigon Center.

A rotating backdrop of colorful awe-inspiring places will stand as the

background for group or individual pictures via their email-enabled mobile

phones.

Visitors to go to the booth, send their photos to Eprint facility to get

their pictures instantly.

EPrint Zones Side Activities

Side activities aimed to excite the public and invite them to try Eprint.

Activities Hidden HP

Hidden District HP sticker icons will be placed strategically in the 4 corners vicinity.

HP sticker Icons will be hidden in the elevator, office desks, entrances, etc.

Targets need to photograph the icon and print in Eprint

Zones to win instant prizes..

HP District Icons Treasure Hunt Game

SummaryAdopt an EprintCall for Sign up

DeliberationAwarding of Eprint

Monitoring & Updates

Ideas Worth SharingParthership with TED

Call for EntriesSelection of Idea

Awarding Rsearch and Development of Idea

Conference in HCM & Hanoi

4CornersImplementation in 4 Buildings

Culminating Event - EParty

Eprint ZonesImplementation in

ParksPOS

HP ShowroomSponsored Events

Proposed by Square Group

PR

Concept : HP- E District

HP E-printer technology

Phases - PR

E park : N-E-W-S events in HCMC

E-Party :How Fans & Celebs

interaction ?

HP E printer Go into life

1. Testimonial of actual product experience

2. The conclusion

E Community 1. Professional IT Expert’s opinion

2. Consumers ’s opinion

4 corners integrated activities

HP E printers technology keeps the whole world in touch easily for

a more success and closeness

HP E printer launching dayMedia Launch & Consumer

Launch/ Technology revolution/Products highllight

1st HP E printers with the E- technologies

Focus on product types for Different target audiences

Message HouseHP District

Phase 3E-life

Phase 2E-4 Corners

Phase 1E-District

Construction

Feb 2011Feb 2011 Mar 2011Mar 2011Mar 2011Mar 2011 Apr 2011 Apr 2011 Apr 2011 Apr 2011

w3 w4 w1 w2 w3 w4 w1 w2 w3 W4

Communication Timeline

LaunchDay

HP E printer launching dayMedia Launch & Consumer launch

Technology revolution

E Park : 4 corners integrated activities HP E printers technology keeps the

whole world in touch easily for a more success and closeness

HP E printer Go into life 1. Testimonial of actual

product experience 2. The conclusion

E Community 1. Professional IT Expert’s opinion

2. Consumers ’s opinion

E-Party :How Fans & Celebs

joining ?

E printer teasing : Let’s Imagine not only e- business

but e- life …

Event teasing: An new life in E District that you ever head,

ever seen 1st HP E printers with the E- technologiesFocus on product types for Different target audiences

PR MILESTONE TIMELINE

• 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.

Media Tactics

Phase 1

Angle 1: What e-life means?• Provide consumers definitionof what e-life means: ConnectionRelating to business and emotion of people becomes so easy and convenient without any border.

• Tease consumers with an E- technology and devices for their benefits

Approach:

• Let’s Imagine not only e- business but e- life around us

• What is under E- construction ?• E life is coming soon…• Highlight the potential utilities for consumers

Methods of delivery• Editorials• Advertorials • Forum seeding

Media list: Reference in the excel

Angle 2: E- Park is coming soon •Trigger the information of the event /concept to create “hot discussion news” on multi channels•Give the activities information, Places, time….

Approach: • Lobby for E - printer launch • Be the first to see, touch, feel andshare

• Prizes as hooks• Count down number participant and day

Methods of delivery• Special news • Boxes on advertorials. • Forum seeding: 20 hot forum

Media ListReference in the excel

Under E Construction Phase 1

Phase 2

Angle 1: The Press Conference • Launch technology/products officially to media

• Provide media full information of Products/technology .

• Announce the campaign with E park Concept .

• Provide full information of E park activities

Approach:

• The 1st technology in the world • The most convenient , easy contribution to human sharing.

• Benefits of E printers to life • Event activities : link directly to the main message of the campaign

Methods of delivery• News coverage : 40-50 media

Media list: Reference in the excel

Angle 2: Direct information of New HP E printer technology & 1st products •Communicate , highlight in directly way the product features, technology …• Give consumers the welcomingAttitude of the world and VN market

Approach: •E life – closer and more convenient •Vietnam printer market & E printer revolution

Methods of delivery

• Special news • Editorials • Advertorials • Information boxes on advertorials. • Forum seeding

Media ListReference in the excel

Angle 3: HP VIP interview •Use HP VIP voice to highlight the strength of HP, willing of market owning in the category ..•Convey corporate commitment

Approach: • The proud of HP • The E- printer : Concept source• Leadership and innovation • Business plan in VN • E printers and application to life

Methods of delivery• Interview advertorials

Media ListReference in the excel

E Park Phase 2

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

E Park Phase 2 - cont

Phase 3

Angle 3: Testimonial • Professional : Use leaders of Hitech magazine . Top forums leader s as Influencers.

• End users : Consumer’s opinion after experiencing products

Approach: •Evaluate the technology and product as the leaders in the category. •Convenient sharing focus•Business support •Easy to share •Get people closer

Methods of delivery

• Advertorials • Information boxes on advertorials. • Forum seeding

Media ListReference in the excel

Angle 2: Celebrities highlight ( weekend) •Use celebs influence to draw attention

Approach: • Celebs talk about feeling with HP E- printers/ how it is convenient For her life and business….

• Pictures of her joining E Party and Share with friends.

• Opinion of fans

Methods of delivery• Advertorials • Pictorials

Media ListReference in the excel

Angle 1: E – Party • Report the activities atmosphere• Thru activities highlight the message of “ HP E printer helps you print your emotion and career from all directions of the earth, wherever you are ”

Approach: •Why its called E party ?•How fans and celebs join the E party?•How 4 corners share pictures and Information.

Methods of delivery

• Special news • Editorials • Advertorials • Information boxes on advertorials. • Forum seeding

Media ListReference in the excel

E Life Phase 3

Digital

Forum Seeding70% technology forum

+ 30% others

Creating relevant threads on HP Distcrict & HP e-print technology to make buzz and interest about activities in:

* Phase 1: E district construction* Phase 2: E-zone* Phase 3: E-life

Creating a Facebook Fanpage to introduce the campaign to general public.

Experience eprint convenience through games and activities online.

Link to Microsite to connect people to spread HP District & Eprint.

Web Banners

Email Marketing

Email blast to targets’ database to invite and participate in on-ground and offline activities.

Communication ChannelsDigital

Facebook Fanpagewww.facebook.com/hpdistrict

Micrositewww.hpdistrict.com

Intrigue and TeasePlacement of ads on sites visited by targets to excite general public and targets to try and experience Eprint.

www.hpdistrict.comMicrositeEPRINT

Introduce HP Eprint

TEchnology

EGAMESBuild activities to engage Targets In

E-DIstrict Construction

EZONESIntroduce and

engage audience with ONLINE versions of EPrint Zone Activities

Artwork - Peg Only Artwork - Peg Only Artwork - Peg Only

E-print

www.hpdistrict.com www.hpdistrict.com www.hpdistrict.com

E-game E-zones E-experience

EPrint

Introduce HP E-prints solution- Process- How can to use?

EPrint

E-game

A. Game - E District construction Game1. People register by email to attend the Game2. HP District will send the members a part of HP

district image (random)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

EGame

Register by email Send a part of district to members

Send a part of district

Introduce and engage targets through online versions of EPrint-zones activities:

- Location- Times- Celebrity- How can to join?

EPrint ZonesNorth

South

Eas

t

Wes

t

Celebrities & members share their REAL experience about e-print Mr Nguyễn Hữu Lệ

Chairman of TMA Solutions

Mr Lê Trung Việt Chief Editor PC WORLD

Mr Lê Thanh Phương (thirth from right)

Phong Vu Director

EXperience

Creating awareness and excitement of latest HP ePrint technology

Generating interest through big buzz to make consumers experience and consider HP ePrinter

Driving traffic of consumers to stores to purchase HP ePrinter

HP e-District is under construction ... Joint www.hpdistrict.com to explore the ePrint technology

HP ePrint technology makes the printing much easier than ever ... Feeling 100% in 4 e-Corners

HP ePrinter helps the consumers live an easy and convenient eLife now

Obje

ctiv

eM

essa

ge

Viral Marketing Strategy

Breakdown:70% technology forum+ 30% others

Topic & Comments

Views

1,000 600,000

Agency Guarantee

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

Forum Seeding

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

Forum

In Terms & Condition, Hot news, results, etc. will be posted on the wall

Guarantee: minimum of 1,000 fans & friends

Facebook Fanpagewww.facebook.com/hpdistrict.com

For reference only

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 attractive call-for-action to achieve 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)

Web Banners

Total emails: 500,000

2 main messages spreading:

Phase 1: E-Park is coming soon on www.hpdistrict.comPhase 2: Direct information of new HP e printer

Receivers will be the members of : D-Square database

Email Marketingfor reference

only

56

THANK YOU!