The "Print for Help" campaign by Hewlett-Packard leverages its ePrint mobile printing technology to address a critical social issue in Brazil: the high number of missing persons annually. The brand proposition centers on empowering individuals to contribute tangibly to community safety by turning everyday HP printers into active tools for social good. By simplifying the printing process to an email command, HP positions its technology not just as a convenience but as a catalyst for collective action and social responsibility.
Strategically, the campaign taps into the emotional and civic engagement associated with missing person cases, acknowledging that posters remain an effective method for raising awareness on the ground. The core insight lies in mobilizing a decentralized network of citizens who, through technology, can help disseminate missing persons’ posters immediately and locally. Targeting HP printer users in Brazil, the campaign innovatively uses ambient media and a digital-social hybrid approach to connect technology with human empathy. By aligning printer locations via zip codes with relevant missing person cases, the campaign ensures relevance and immediacy, fostering a sense of direct involvement. This integration of technology and social cause serves to deepen brand relevance in the electronics market by highlighting practical utility beyond product features, emphasizing HP’s commitment to community impact through innovation.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign directly establishes a real-world problem—the challenge of quickly disseminating missing person posters in Brazil. It then demonstrates exactly how HP’s ePrint technology offers a practical, innovative solution: users register their printer, and whenever someone goes missing locally, posters are printed automatically to aid the search. The narrative and documentary/social experiment style highlight the technology’s real benefit in a tangible, process-focused way, showing HP ePrint’s operation and its societal impact, making DEMONSTRATION the clear creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Dell – Focuses on customizable, reliable computing solutions for business and personal use, leveraging direct sales and strong customer service to build long-term relationships and provide tailored technology with a competitive price-performance balance.
2. Lenovo – Emphasizes innovation and versatility across devices, offering robust laptops and desktops with a reputational strength in the enterprise segment and a growing presence in consumer electronics, highlighting durability and cutting-edge features.
3. Apple – Positions as a premium, design-centric technology brand delivering seamless ecosystem integration, superior user experience, and high-end performance in personal computing and mobile devices, appealing to creative professionals and lifestyle-conscious consumers.
4. Samsung – Combines advanced technology with broad product offerings across electronics, including printers and computing, focusing on innovation, connectivity, and smart devices integration to appeal to tech-savvy consumers and businesses alike.
5. Canon – Specializes primarily in imaging and printing solutions, with a strong reputation for high-quality printers and multifunction devices, targeting professional and consumer markets through reliable, precise, and innovative print technologies.
Q: What is Print for help about?
A: Print for help is a 2015 campaign created by FCB for Hewlett-Packard in Brazil, addressing the urgent issue of missing persons by leveraging HP’s ePrint mobile printing technology. The campaign enables users to register their HP printer’s email and zip code, allowing the NGO Mães da Sé to automatically send missing person posters to printers in relevant locations. By transforming everyday printers into tools for community action, the campaign demonstrates how technology can facilitate immediate, localized support for families searching for loved ones, positioning HP as a brand committed to meaningful social impact within the electronics and technology sector.
Q: What creative device does Print for help use?
A: Print for help employs the DEMONSTRATION format, as classified by Clapboard’s 12-format taxonomy. This creative device directly showcases how HP’s ePrint technology operates in a real-world context, highlighting its ability to instantly print missing person posters when a case arises in the user’s area. The campaign’s narrative and documentary approach emphasize the technology’s tangible benefits and societal impact, making the demonstration of process and outcome central to the creative execution. This format effectively bridges product functionality with emotional resonance, illustrating the direct utility of HP’s innovation.
Q: What is the campaign proposition for Print for help?
A: The campaign proposition for Print for help centers on empowering individuals to contribute to community safety by turning HP printers into active agents of social good. Hewlett-Packard positions its ePrint technology as a catalyst for collective action, enabling users to participate in the rapid, localized dissemination of missing person posters. By simplifying the printing process to an email command and matching printer locations with relevant cases, the campaign appeals to civic responsibility and emotional engagement. This strategy reinforces HP’s relevance in the electronics market by demonstrating practical utility and a commitment to positive social impact.
Q: How does Print for help rank in Clapboard's archive?
A: Print for help holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance, recognizing its innovative use of technology to address a critical social issue and its effective integration of product demonstration with community engagement.
Q: Who are the competitors in Hewlett-Packard's category?
A: In the electronics and technology category, Hewlett-Packard competes with brands such as Dell, which is known for customizable and reliable computing solutions with strong customer service; Lenovo, recognized for innovation and durability in enterprise and consumer devices; Apple, positioned as a premium, design-centric brand with seamless ecosystem integration; Samsung, offering advanced technology and smart device connectivity across a broad product range; and Canon, specializing in high-quality imaging and printing solutions for both professional and consumer markets. Each competitor brings distinct strengths and market approaches to the sector.
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