90% reseller take-up sees HP's Jet Direct take-off

More for less is important to specifiers of IT peripherals. So when HP's new JetDirect print system delivered significantly more sheets per minute, getting the message across was the primary objective. The campaign, to educate and motivate HP's resellers, was focused on 'setting your printer free'…

…The campaign, through a compelling mix of fact and photography, drove home a succession of hard-hitting messages around the 'printer free' theme. The impressive 90% take-up amongst European HP partners was the result of a bright idea, creatively executed and integrated with a results-driven direct marketing programme.

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