TAIPEI: Hewlett Packard is pushing the problem-solving features of three
of its digital printers in a NT$1.2 million (US$35,000 )
campaign.
The campaign for Scanjet, Deskjet and Officejet is targeted at home and
office users and is running in technology titles as well as Time
Express, an English language learning magazine. The locally-developed
campaign is based on the client's umbrella concept of "personal digital
solutions" (PDS), said McCann-Erickson group account director Bang
Liu.
The Scanjet creative offers to "Let us handle the difficult jobs while
you deal with the easy stuff", while the Deskjet advertising highlights
the convenience of bluetooth technology. The Officejet ad has the
tagline: "Can you afford to hire them all?", which alludes to its
four-in-one capabilities.
