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HP's award winning range of Designjets are recognised as the pinnacle of printing technology. They required a novel means of pushing this technology towards a number of key business targets.
Challenge
HP needed to launch its new range of HP Designjets to a series of very niche industry segments, including architects, GIS professionals, construction etc, that would drive sales leads for range of HP Designjet products.
Solution
BLUE created an integrated online direct marketing campaign comprised of eDMs, affliate partnerships with GIS industry sites and a fully segmented Designjet microsite. The initiative specifically tailored messaging benefits to meet the needs of each niche segment. In doing so, BLUE met HP's need to present information in a way that was relevant to the segment's business and large format printing needs.
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