HP: Ink in the office

HP is challenging the bias that inkjet printers aren’t good enough for business. Our research revealed that customers believe only laser printers can meet their needs. HP’s OfficeJet X Series had not yet earned a place in their minds.

We found that in the UK healthcare and education sectors, where cost is the main driver, we could build trust and relevance. We created a highly targeted campaign with strong messaging and visuals that showed HP understands and can meet the specific demands of these fields.