HP – “cartridges”

Brief: concept, promotion, mechanism, implementation for a cartridge 6 months discount program in Altex stores network

Action: Under “Low ink, low prices!” a successful campaign run, doubling the sales compared to previous period. How? Simple: basic mix of Radio, some PR and Outdoor, in store promotion and online communication. With a very reasonable budget for continuous 6 months. The sincere promise that if they won’t find the product on the shelves, they’ll be rewarded with a free one, convinced people to buy HP original cartridges.