HP’s Printer Launch Left an Imprint
Objective: To enliven up a product launch in a product category seen as staid and mundane
Product: MotionMagix™ Interactive Floor
Brief: Printers as a product category sometimes suffer the disadvantage of being so common place that building up excitement for a launch may present a challenge. The products are extremely high tech and almost by definition “colourful” – the problem facing HP while launching the latest OfficeJet Pro X in Africa was how to make these virtues apparent to the consumers? The approach they settled on was to make the launch event in a premier mall reflect these very qualities. Apart from the suitably dazzling displays of the printer the event space itself was jazzed up using the MotionMagix™ Interactive Floor. Visitors to the event location walked in over the projection of a giant HP logo and a message welcoming them to “The HP Elite Experience”. The floor responded to the footfalls of the visitors with 3 different display effects – a scattering into small HP logos, a swipe effect and a smash effect. Even as early as walking to the venue a subtle reinforcement was provided to the central messaging of the product – perhaps helping the visitors view the product and the category in a different light. The entire effort was wonderfully supervised, serviced and supported by our partner in Africa, Quintech.
Impact: The interactive floor played well into the High Tech and Colourful messaging for the product being launched.