Magazine article Marketing

Radiowatch: Hewlett-Packard - 'Photo Printing'

Magazine article Marketing

Radiowatch: Hewlett-Packard - 'Photo Printing'

Article excerpt

All too often radio is precluded from single- and multimedia campaign schedules due to the perception that many products being advertised need to be seen and not just heard. While visual representation and, in many cases, demonstration are often key requirements when communicating brands and product attributes, Hewlett-Packard's campaign for its Photosmart printers breaks from this convention.

This campaign uses radio alongside TV, national press supplements, specialist magazines and outdoor (including interactive sites). The business objectives were to increase photo-printing at home, with the communications aim to make consumers aware of HP's photo printers and their ability to produce great-quality colour prints.

Radio is not an obvious way to communicate or, indeed, visually demonstrate great colour quality, but the three ads ('Red', 'Green' and 'Yellow') fully demonstrate the creative team's understanding of how to use the medium to good effect.

Each ad delivers a story with a colour theme message, inviting the listener to imagine colour variants. I find the 'Red' ad the strongest of the three, in which a bloke in a pub describes how he nearly had a fight with another bloke at the match who objected to him supporting the 'magentas' rather than the 'reds' thanks to the floodlights changing his perception of the team's colours. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.