Corporate Innovations was tasked with running product training and awareness sessions and to devise and implement an engaging campaign that would showcase to HP resellers how the brand’s latest range of OfficeJet Pro X inkjet printers could save money.
The 16-week campaign began on 1 September and concluded on Friday (21 November), visiting 75 resellers and training more than 650 people around the UK, in cities including Glasgow, Dublin and Swansea.
The Corporate Innovations team travelled to resellers in branded Toyota hybrid cars to reinforce the economical message at the heart of the campaign.
Gareth Baldwin, account director, Corporate Innovations, added: "The Inkonomy Drive campaign was all about saving HP customers money, and being able to physically demonstrate the printers in front of resellers was crucial to us getting the right message across clearly.
"The resellers we visited were really keen to learn and appreciated the opportunity to ask questions in a face-to-face situation.
"Travelling to each reseller in the distinctively branded Toyotas ensure we made a real impact on arrival and people knew straight away that something big and important was happening."
Mark Jennings, print business manager UK & Ireland at Westcoast, said: "More brands are waking up to their reseller responsibilities and doing good work through cause marketing campaigns.
"Yet, too many still go about it in the wrong way. Firstly, they are marketing ineffectively, and secondly, as a consequence, their positive reseller impact is not maximised.
Corporate Innovations also delivered training events at Office, a trade show held at Olympia London and at local Chamber of Commerce events.