HP India just launched its latest campaign ‘OOPS’ and its main protagonist Giridhar who seems to lose his grip on things, and drop, spill anything that he gets his hands on, is making his presence felt.
The campaign was initiated by brand inviting everyone to “Meet Giridhar, as a part of the pre-launch strategy, with lines like; Jiskename mein hai “Gir” toh what will he do phir? Do you know #GiridharKaunHai?” The campaign built up suspense on who Giridhar was with its social media campaign revealing details about Giridhar’s escapades one at a time. This campaign that has a humourous flavour to it is unlike the brand’s previous campaigns which have been functional and product feature-based.
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In its previous ad campaign featuring Deepika Padukone, HP reached out to millennials in India who may ‘Bend the Rules’ by taking the unconventional road to success.
Humouring the audience
Deepti Dang, Chief Marketing Officer for Printers at HP, said functional campaigns are very difficult to differentiate and that consumers connect with how a product and brand affects and adds value to his/her life. “Research shows that schadenfreude is one of the most effective type of happiness and can provide the biggest business impact when used correctly. We hope that this emotion will leave the viewers amused and emotionally engaged with the ad,” she said.
The new ad features the latest Ink Tank System from HP. In trying to promote this product, HP found that when it comes to Ink tank printers one of the major inconveniences is that of the ink spill while refilling the system. “This to us was a good connect with the audience. And that’s how ‘OOPS’ was born. Giridhar, our protagonist in the ad is a butterfinger and makes a mess of all that he handles. Yet, he is a pro when it comes to refilling the HP GT series, Ink tank system. The instances in the ad, the ‘OOPS’ moments as I like to call them, are all taken from real life and something we all can identify with,” Dang shared.
The intention of the brand was to create a campaign that had sticky value, humouring the audience and eventually increasing brand recall. The entire goal of the campaign was to avoid marketing jargon and speak to customers in their language, Dang said.
According to Dang, with this campaign the goal for HP is to establish HP as a prominent player in the CISS market. “We want to create a strong brand recall and preference for HP Ink tank printers. We hope that this campaign will make the HP brand more relevant to the consumer and bridge the distance between HP and its consumer,” she said.
The creative agency behind the campaign is BBDO. “It has been challenging and interesting to work on this campaign which breaks the category grip and attempts to connect with consumers at a deeper emotional level taking the universally appealing humour route. The team went unconventional in launching the campaign creating pre-launch intrigue and buzz with girdharkaunhai Across social media. And that worked to create conversation beyond just the functional technical, humanizing the product,” said Jyoti Bansal Managing Director , PHD India
HP will be reaching out to customers primarily through the television and digital media. “The media mix is at 40% television and 60% digital. TV still remains an effective medium when it comes to reaching out to a mass audience and creating awareness about the product and drive preference for the brand,” Dang said.
HP will be using the digital media to drive engagement with customers. “It is a very effective medium where we get to connect one-on-one with the audience, and the customers can engage with the brand. Social media is another big part of the plan. As a marketer, it is exciting when your communication drives intrigue and excitement among the consumers.” According to me, social media to a marketer is like a theatre performance to an actor, this is where you get the audience reaction right after the act. You know immediately how well you resonated with the audience, she said.
This campaign was launched on December 5, on digital platforms and on December 6 for TV. The brand has received tremendous feedback on both the mediums and plans to keep the campaign on for 3 months.