The HP "GPS Gone Wrong" campaign highlights the reliability and long-term value of the HP Smart Tank printer, emphasizing its inclusion of up to two years of ink as a key differentiator. The brand proposition centers on convenience and trust, positioning HP as America's most trusted printer brand that eliminates common frustrations with printing by offering an extended ink supply. This reinforces HP’s commitment to providing practical, dependable electronic devices that simplify consumers’ daily tasks.
Strategically, the campaign leverages a relatable situational insight—navigational errors—symbolized by the title "GPS Gone Wrong," to draw a parallel between everyday frustrations and the reliability HP Smart Tank aims to deliver. By focusing on the performance genre, the film concept likely uses humor or tension around being misdirected to underscore the printer’s capacity to avoid the typical inconveniences of running out of ink. Targeted primarily at American consumers who seek cost-effective, hassle-free printing solutions, the campaign appeals to both individuals and small businesses that value consistency and efficiency. The creative approach combines a familiar, real-life scenario with a clear value proposition, enabling HP to differentiate its product within a competitive electronics market for printers.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
The campaign title "GPS Gone Wrong" cues a narrative in which something (likely related to technology or navigation) fails or leads to trouble, creating a relatable problem scenario. In the context of HP's Smart Tank printer and the emphasis on “up to 2 years of ink,” the likely structure is a humorous or situational depiction of technology mishaps (such as running out of ink unexpectedly, shown via an analogy to a GPS malfunction), immediately positioning the HP product as the reliable solution—offering long-lasting ink and trustworthiness. The metadata reveals no celebrity, testimonial, or parody elements, reinforcing the framing as problem-solution. The ad probably begins with a complication and resolves it by showcasing HP’s benefits, fitting the “Show the Problem” device rather than a formal demonstration, story arc, or symbolic/exaggerated approach.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Canon – Market Positioning
Canon positions itself as a leader in imaging and printing technology, emphasizing superior print quality, reliability, and innovation. The brand appeals to both professional and home users by offering a broad range of printers with advanced photo printing capabilities, seamless wireless connectivity, and user-friendly interfaces, catering to creatives and businesses needing precision.
2. Epson – Market Positioning
Epson differentiates through its focus on sustainability and cost-efficiency, championing EcoTank technology with refillable ink tanks to reduce waste and lower operating costs. The brand targets value-conscious consumers and small businesses requiring high-volume, low-cost printing without sacrificing quality, highlighting environmental responsibility alongside performance.
3. Brother – Market Positioning
Brother establishes itself as a reliable and affordable choice for small to medium-sized businesses, emphasizing multifunctional devices that combine printing, scanning, copying, and faxing. The brand is known for durable hardware, easy maintenance, and efficient document management solutions, aiming to streamline office productivity with strong customer support.
4. Samsung (now part of HP for printers but historically relevant) – Market Positioning
Samsung's legacy in printers focused on sleek design, fast printing speeds, and connectivity options, appealing to tech-savvy users and businesses. Their printers integrated smart technology with mobile printing capabilities, positioning Samsung as a modern, efficient choice before divestiture to HP, highlighting innovation and device compatibility.
5. Lexmark – Market Positioning
Lexmark emphasizes enterprise-level performance with a focus on security, scalability, and workflow solutions tailored for large organizations. The brand positions itself as a trusted provider of managed print services, combining hardware with software solutions to optimize document security and cost management in corporate environments.
Q: What is GPS Gone Wrong about?
A: GPS Gone Wrong is a 2023 film campaign created for HP in the United States to promote the HP Smart Tank printer. The campaign highlights the printer’s key feature of including up to two years of ink, emphasizing reliability and long-term value. It addresses common frustrations with frequent ink replacements by positioning HP as America’s most trusted printer brand. The campaign uses a relatable narrative centered on technology mishaps to connect with consumers seeking cost-effective and hassle-free printing solutions for both personal and small business use.
Q: What creative device does GPS Gone Wrong use?
A: GPS Gone Wrong employs the FORMAT#2 SHOW THE PROBLEM creative device as classified by Clapboard’s 12-format taxonomy. This technique highlights a relatable problem—in this case, the frustration of running out of ink—through a situational analogy to a GPS malfunction. The campaign then presents the HP Smart Tank printer as the clear solution, emphasizing its extended ink supply. This approach avoids celebrity endorsements or parody, focusing instead on a straightforward problem-solution narrative to communicate the product’s benefits effectively.
Q: What is the campaign proposition for GPS Gone Wrong?
A: The campaign proposition for GPS Gone Wrong centers on HP positioning the Smart Tank printer as a dependable and convenient solution that includes up to two years of ink. Targeted primarily at American consumers and small businesses, the messaging underscores the elimination of common printing frustrations by offering long-lasting ink supply. This strategic positioning reinforces HP’s identity as America’s most trusted printer brand, emphasizing cost-effectiveness, reliability, and simplicity in a competitive electronics market for printers.
Q: How does GPS Gone Wrong rank in Clapboard’s archive?
A: GPS Gone Wrong holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in delivering a clear, relatable message through its chosen format and its alignment with HP’s brand values in the electronic devices category.
Q: Who are the competitors in HP’s category?
A: HP competes with several key brands in the printer market, each with distinct positioning. Canon leads with a focus on superior print quality, innovation, and advanced photo printing capabilities for professionals and home users. Epson differentiates itself through sustainability and cost-efficiency with its EcoTank refillable ink technology, appealing to value-conscious consumers and small businesses. Brother targets small to medium-sized businesses by offering reliable, multifunctional devices with easy maintenance and strong customer support. Samsung, now part of HP’s printer division, historically emphasized sleek design, fast speeds, and smart connectivity for tech-savvy users. Lexmark focuses on enterprise-level performance, security, and managed print services tailored for large organizations.
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