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HP 'Rubik’s Cube' direct mail

Agency: Pulicis Dialog

Client: HP
 
Direct specialist, Publicis Dialog, has developed an attention-grabbing mailing for senior managers (C-Level) in Enterprise businesses themed around the iconic 80s puzzle, recently relaunched: the Rubik’s Cube. The pack aims to cut through the raft of printing messages the audience receive, and encourages them to consider how HP’s Managed Print Service offering can deliver significant cost savings and productivity gains.
 
The agency was briefed to produce a high-impact DM piece to promote HP Managed Print Services (MPS), a service designed to provide IT Managers in Enterprises with a cost-effective way of managing their imaging and printing infrastructure. The pack needed to engage quickly and highlight the many benefits MPS could offer to businesses. As well as freeing up internal resource and improving environmental sustainability, MPS can provide significant cost savings..
 
Designed to intrigue, the Cube arrives in a large box, printed with bright colours and carrying the HP logo. Once opened, the key message is quickly apparent on the case inside: ‘Reorganise your infrastructure. See a HUGE PROFIT’. The Rubik’s Cube itself holds a range of messages, bringing to life how MPS can help the companies targeted.

A tactile element, recipients can actually play with the Cube, mixing up the squares and then aiming to re-order them. The theme also runs through the brochures enclosed – one explaining the sides of the cube and messaging in detail, and the other featuring concrete case studies of well known companies, all of whom are saving money and improving their infrastructure by using MPS.
 
Henry Blum, Marketing Manager at HP commented: “A standard DM pack will only hold a customer’s attention for a couple of seconds. Publicis Dialog has produced a fantastically creative pack, with a very high level of finish, which should engage them for a lot longer than that. A strong story lies behind the creative idea, which was developed following a full exploration of the product experience by HP and Publicis Dialog.”
 
Jennifer Gallagher, Brand Director at Publicis Dialog, added: “We wanted to quickly communicate that HP MPS can meet all the customer’s needs by combining a range of useful services. The Rubik’s Cube creative captures this perfectly. The materials used, as well as the production and finishing, are to the highest possible standard. Working closely with the client we were able to tap into their wealth of knowledge on both the product and the audience.”

 

AJR
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