Challenge
HP needed to leverage its new e-print technology during its release. This technology allows people to print from anywhere in the world without having the computer or the printer plugged in physically. Because people are often initially weary of using new technology PHD needed to find a way to show how easy it is to use and encourage people to use it.
Insight
PHD teamed up with Soho magazine to promote the new technology and encourage customers to start using it. People would be able to use the e-print technology to send in pictures which would feature in the magazine.
Solution
A digital application was created for people to upload their pictures, which would be later assembled to look like the body of a Soho magazine super model.
When a user had uploaded their picture, they would be able to see a video of their image being printed in the magazine office using the e-print technology. This was to demonstrate how user friendly the technology is.
3.770 images were used to create a big interactive picture of a supermodel. Editorial content was published along with the picture of the supermodel in ‘Symbol’, one of the most read sections in the magazine.
After the picture had been assembled users could locate their own image within the large interactive picture.
Results
More than 7.000 pictures were received, and the application got 47,000 clicks.
The sales goal was beaten by 60%