Consumers don't print as much anymore, and most of them are parents in Singapore with children aged 3-12. We needed to give to increase awareness of HP Instant Ink by giving them more reasons to print.

HP Instant Ink becomes part of the Lego world with INKmaginary Toys, a series of printables parts designed to enhance any creation your children build. While some Lego pieces can be harder to find or are non-existent, INKmaginary Toys series allows you to print them at home in exceptionally vibrant colours, amplifying the beauty of your builds and spark your kid’s INKmagination.

During school holidays parents often struggle to keep kids entertained. And while mobile phones, movies or videogames can keep children busy, parents are looking for activities that encourage their mental development and motor skills.

HP Printables website already offers free printable playtime ideas, colouring pages, and more. But when it comes to improving motor skills and creativity, parents prefer physical toys, a space already dominated by jigsaw puzzles and building blocks, being Lego the indisputable favourite of millions of fans. So instead of competing with Lego, we knew we would create more PR value if we make our own toys, by hacking it.

HP partnered with Jeffrey Kong, owner and designer of ArtisanBricks - who creates art and stunning builds for brands - and got him to work closely with a team of illustrators and designers on creating printable sheets with pieces that can be cut out and attach to Lego builds. The result, the first INKmaginary Toys printable series.

The campaign kickstarted with a video featuring Jeffrey introducing the project and explaining how to put together your own INKmaginary Toy. Soon after, other assets, such as 15s videos featuring our entire toy collection and a step-by-step manual on how to build them were released on Social media, including YouTube, Facebook and LinkedIn. As well as producing and designing banners that direct our target audience to download these Printables.

Additionally, HP engaged influencers to build their own versions of the toys and share them on social.

+37M Media Impressions

+3M Total reach