The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Computer: Hardware Rich Media Online Campaign
The Brief: Get the attention of the SMB owner and then tell them about the cost-of-ownership benefits of HP printers and branded supplies so that they might consider an upgrade. Did you catch that? Appeal to the busier-than-ever business owner, and get them to actively consider upgrading to a current model HP printer and/or switch to the more expensive HP branded ink, toner, and paper. Yeah, that�s hard. So we brought along an expert. Introducing Cole Smith, efficiency expert extraordinaire (and over confident, seminar giving, business productivity consultant wannabe). Cole has a thing or two to say about printing and how to be more efficient. Uh huh. These videos show Cole at what he does best. It�s all tongue and cheek and under the banner of �Get Real� (as in; Really?), and locks up with how to Get Real savings with HP product. This integrated digital campaign includes videos (which ran in banner, as pre-roll, and on a destination site), banners and micro-site with a printer upgrade app. Click-thru rates and page stays were well above the norm resulting in the campaign running much longer than planned as well as consideration for a second series and expanded social role for Cole in 2012. The overall success demonstrates the value of content marketing in todays ad-cluttered world.
Contributors:
| Creatve Director: | Michael Litchfield |
| ACD, Copy Writer: | Paisley Schade |
| Dir. Prod.: | Zach Freyer |
| Production Co.: | Elastic Creative |
DOREMUS
Location: USA