Aimed primarily at SMEs, the ‘Reincarnation - let old printers be reborn’ initiative was created by Publicis. It features a designated bilingual Chinese and English mini-site encouraging the recycling of old printers through HP’s Laser Jet trade-in upgrade scheme.
Sue McCusker, GM of Publicis Hong Kong, explained: “The idea is that there can be an after-life for products we no longer want.
“There are things that small businesses can do to help the environment.”
She added that the campaign was designed to build bonds with a value-conscious target audience concerned with environmental issues but who are often unsure how to actively participate.
It will run for three months.
HP Hong Kong buys into reincarnation
HONG KONG - Hewlett Packard (HP) has drawn on the concept of reincarnation in a new online, print and point-of-sale environmental campaign designed to educate Hong Kong customers about the benefits of the IT company's trade-in programme.
