HP kicks off 'payback' effort to promote LaserJet line

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HP launched an integrated marketing campaign June 24 to promote its HP Color LaserJet Multifunction line of printers. The global “HP LaserJet Pays You Back” push includes print ads, events, direct mail, e-mail, banner ads, social media and a microsite.

Goodby, Silverstein & Partners created the campaign, which targets small-to-medium-sized businesses.

HP's campaign messaging is emphasizing possible cost-savings for businesses that use the printer line.

“We wanted to reinforce the message to customers that using HP laser kit devices is a lot more than just having a printer available to print internal documentation,” said Ken Fleming, director of laser jet and enterprise solutions marketing at HP. “It really is an asset to provide a return on investment.”

HP and retailers Micro Center, Office Depot, Quill and Staples are sending consumers direct mail pieces promoting HP's “It pays you back” program, in which buyers of a new HP printer can send in their old model for a rebate.

The online and print ads feature the tagline “When was the last time you bought something for your business that actually paid for itself?" For the social media components, Federated Media is created branded content for use in banner ads on the Boing Boing and Computerworld sites. Comments from Twitter and Facebook will also appear in the rich media banners.

The microsite features an “HP LaserJet savings calculator,” which consumers can use to calculate how long it will take for the printer to pay the customer back in money saved. The site also includes user reviews and special offers.

HP launched the campaign with a June 24 event in New York. Entrepreneurs and reality show stars Ivanka Trump and Bill Rancic hosted the public HP “Pay Back” where street teams of company employees gave away HP products.

The campaign is 10 countries outside the US, including Brazil, Canada, France and the UK.

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