Brand Experience and Activation > Product/Service
GROWING BUSINESS CARDS
LEO BURNETT ADVERTISING, Kuala Lumpur / HEWLET-PACKARD / 2008
Awards:
Overview
Credits
OVERVIEW
ClientBriefOrObjective
HP has long been an advocate of sustainable business and is committed to reducing environmental impact across all aspects of its business – from operations to products and services. HP wanted to encourage its business partners to do the same and realized that change had to come from the top. Our task was to help top management within HP approach relevant senior business partners to drive the message of creating a sustainable business.
Effectiveness
Planting a flower was a simple enough task, allowing the recipients to easily do their part for the environment. This initiative by HP’s top management drew praise from business partners and created a tipping point by moving recipients to ask HP for advice to help them develop their own sustainable business plan.
Implementation
We developed a series of specially designed business cards, or ‘Growing Business Cards’ for HP’s top management. The Growing Business Cards contained a packet of flower seeds each, along with an insert calling for business partners to give back to the environment by planting the enclosed seeds for a more colourful future.
Relevancy
The Growing Business Cards were personally handed to the relevant senior business partners by HP’s top management at each meeting. These cards were a refreshing approach to demonstrating HP’s commitment to the environment. Not only did they introduce members of top management, they also represented what the top management stood for – a commitment to promoting sustainable business.
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