In order to introduce HP’s new brand positioning “Making Memories Last” among the Brazilian youth we presented the HP Photoball during The Planeta Terra Festival 2012 (São Paulo’s biggest music event). The HP Photoball changed the perception of HP as being an elite technological brand, to being a young and fresh brand. It became news in youth blogs and techy portals, such as DigitalBuzzBlog and Misentopop. During the Festival alone, millions saw the ball bouncing in the crowd via live stream, while tags and comments flooded the FB’s fan page not only during, but after the event. The Photoball helped HP increase its awareness as a warm and innovative brand.

Because, in addition to proving that the Ink Advantage line prints more and better than competing brands, the HP Mega Print action has brought the brand even closer to consumers by relying on digital interactions and by giving the city a beautiful work of art.

During the project, the website had more than 300 thousand page views, 25% of which came from cell phones. The impact on social networks was immediate, which gave us a lot of spontaneous media on blogs and web portals.

We managed to generate lots of awareness of the Ink Advantage line; sales went up 18% right after the construction of the Mega Print.

The time-lapse video became the brand’s main communication tool in Brazil and the complete action became a new benchmark for HP as a whole.