The Saatchis & Saatchi Singapore campaign - the first HP has produced in Asia for the category - aims to differentiate the HP AIO printer from the competition by highlighting its ability to review all pictures on one A4 sheet. The 'Calling card' TVC shows a young man using an HP AIO to select a picture of himself that he wants to use to woo his dream girl.
The commercial also highlights the other functions of the device such as printing, faxing, scanning and copying. The AIO also has a multiple-slot memory card reader built in. This allows users to transfer the memory card from their digital camera directly to the printer for reviewing and printing, bypassing the personal computer.
HP may roll out the campaign in other Asian markets this year.
Said Chan Siew Geok, HP regional advertising manager, Far East: "Now is the right time for us to create a big bang by launching a TV campaign, especially in markets like China, where the potential growth of this category is huge. This TVC will stir excitement and reinforce HP's printing and imaging heritage and expertise to create rewarding experiences."