HP supplies (selling supply products and gear for printers) takes active part in servicing their business partners. In 2001 a loyalty campaign was mounted. Due to remarkable success the company decided to mount the campaign again in 2003 and to stretch out to Poland and Switzerland. Goals: To create a 2003 kick-off-mailing which increases the number of participants (and the total revenue).To update the database.

To assure the loyalty base achieved in 2001 (quota of participants 60 percent; increase of total revenue of original spare parts plus 15%). The print supplies market can be compared to the art market: You have to stand up to the competitors and outplay them - and deliver high quality work not fake works. Claim: The art of salesmanship.

We introduced a character well known for high class art and sales talent: Andy Merhol (stands for 'getting more' in German) as an allusion to Andy Warhol. Together with a piece of canvas with the outlines of an icon painting, the (denaturalized) Marilyn Monroe, retailers were invited to experience life true to original or as a fake by becoming painters themselves. Enid Ememberger   Creative Director/Copy   PK_PBernd Fliesser   Creative Director/Art Director   PK_P

The print supplies market can be compared to the art market: You have to stand up to the competitors and outplay them - and deliver high quality work not fake works. Claim: The art of salesmanship.

We introduced a character well known for high class art and sales talent: Andy Merhol (stands for 'getting more' in German) as an allusion to Andy Warhol. Together with a piece of canvas with the outlines of an icon painting, the (denaturalized) Marilyn Monroe, retailers were invited to experience life true to original or as a fake by becoming painters themselves.

Target groups:App. 1045 dealers and sales assistants selling HP Business Supplies (290 in Switzerland/German and French, 370 in Austria, 385 in Poland).Results: 74 % of the dealers entered the contest.All expectations of HP for 2003 were exceeded and the turnovers were increased to 18-22%.Expenses: 56,000 euro. Cost benefit analysis:Expenses of 53 euro per dealer were a lot less than two years ago (now three countries); and much less than an in-the-field visit. Challenge:To establish the character Andy Merhol and the campaign in Switzerland and Polandand to guarantee that the design and the wording of the campaign works in different cultural contexts.