1. HP Print
A Presentation by Square Group
December 7, 2010

2. Contents Presentation Summary
Affordable
EPrint Professional
Campaign Printer
Promotional
Campaigns

3. Targets
main WHO THEY ARE: Skewed to male, aged 30-49, with
established career and family. Likely to own a business,
or work in MNC in a senior position with influence on
company’s IT purchase.
THEY WANT: Like the latest technologies, are early
adopters. Willing to pay for top-range gadgets that bestow
status and complement their busy, highly mobile lifestyles.
WHAT THEY PRINT: Print frequently in both color and
B&W in the office and at home (mainly results of
internet search, work documents and some photos).
PRINTING WISHLIST: Attractive printers; print from
mobile device/without PC; print from outside home/
office when needed.
WHY THEY PRINT: Like printing work completed and
ideas to share as it feels more “real”/tangible. Printing
helps them feel prepared, stay organized and
productive.
secondary GENERAL PUBLIC, INFLUENCERS,
PRESS CORPS

4. Brief & Agency Response
Brief & Agency
Objectives Response
• Create awareness and usage
• Createextraordinary avenues for usage from
relevance for HP ePrint
ordinary work and life circumstances.
technology
• LocateEprint Demo Situations near the targets.
• Live demo stations/interactive
Create a need for using Eprint.
demo at last 3 feet to showcase
ePrint • Create a tangible representation of what HP
products and company stand for and remind
• Acquire mind-share for HP
targets about the impact of its continuing
printers via its leadership and
innovation and how each product synergizes to
innovation positioning
deliver innovation solutions to business and life.

5. HP DISTRICT
HP District is home to many of Vietnam’s
largest and successful businesses &
companies. HP District champions
INNOVATION and put CONVENIENCE on
top priority. This is a place where we can
see, know and experience (1) HP’s
corporate pillars and (2) engage in the
convenience and other benefits of Eprint’s
technology.

6. Meaningful
Innovation
Passion for
Customers Uncompromising
Integrity
Trust and
Speed and
respect Agility
for
individuals
Achievement & Results
Contribution
through
Teamwork
HP DISTRICT

7. ELIFE
PR releases &
Advertorials Activation
Digital
Microsite
INvites and
Engagement
On Ground On Ground
Activation Engagement
(4 COrners)
(Eprint
Zones)
HP DISTRICT A c t i v i t i e s

8. Campaign
Strategy
Consumers in Control. Experience Specific Targets
WOM & Personal
“Print anytime anywhere from any device.”
General Public testimonies for actual
for awareness, application and
TARGET
endorsement (WOM), integration in business
buzz and consideration and life to push product
and bandwagon.
Share Share
Experience Experience
uphold brand claims: create more
convenience, benefits
easy foster a and creative
mobility community of usage in business
actual users & and life
advocates

9. Look & Feel
Reference Video Link: http://www.youtube.com/watch?v=hjHx00USnYM
Adapting color scheme
inspiration from Sehsucht’s
VW Think Blue Campaign:
where buildings are all turned
to shades of blue, modern3d
caricatures blended with
progressive art rendition of
work places and environment
--- turning all objects to icons.

10. Logo Artwork
Strong, solid, and towering Through other communication
Integrating HP logo on top of
building to symbolize identity, materials, the logo may morph to
dominance, recognition and other designs interpretation
superior. depending on the activities.

11. Sample Key Visuals

12. PILLARS OF HP DISTRICT
District HP aims to create a community of Eprint believers. We aim to target audiences which fit Eprint’s consumer profile as well as the
general public who may be strong product and brand advocates in the future.
All efforts reflect primary brand’s essence: easy and convenient.
HP
Ideas District
Adopt an Worth Activity
Eprint Spreading Zones
Campaign & Four
Partnership with local Corners
Business owners will TED.COM affiliates, we aim to
be invited to use equate HP and Eprint with
Eprint technology by innovation while associating Through various District
simply signing Eprint as the current HP Activity Zones, we
up.They will however technological idea that will intend to engage the
tasked to report and change the way we do public in a more personal
update varying and business and life in general. level. Goal: Make Eprint
arising usage, Simple mechanics: The public top of mind and create a
benefits and will be asked to email their collective norm in printing
application of Eprint ideas. HP supports the best your documents, fast,
in their business idea. Culminate in a national and conveniently.
operations. conference to spread the
fruits of the chosen idea.

13. Phase 1 Phase 2 Phase3
Constructing E E district/ E-Park Living the E-Life
FEBRUARY MARCH APRIL
WEEK WEEK WEEK
1 2 3 4 1 2 3 4 1 2 3 4
Introduce EPrint technology to main targets &
general public
Differentiated Value
Spread Awareness and Hype about the breakthrough
Consumer Engagement and Usage + Relevance Amplify customer testimonials and actual
technology
Engage public in actual experience and emphasize/ benefits derived from actual use of Eprint.
Educate targets on HP’s commitment in delivering
highlight clear benefits in communication channels. Inspire other relevant usage and benefits
technological advantage that makes life and business
Introduce zones and support for immersive Eprint through PR and WOM.
easy and convenient for all. Thus, Eprint’s
introduction. experience at all possible contact points: POS, Office,
Involve general public to hyoe buzz and interest. Cafes, Digital, PR.
ADOPT AN EPRINT
ADOPT AN EPRINT ADOPT AN EPRINT ADOPT AN EPRINT Forum Testimonials & PR Coverage
Sign Up Awarding to Companies Actual Company Usage
Digital INitiative
PR
IDEAS WORTH IDEAS WORTH SPREADING
IDEAS WORTH
SPREADING Conference in Hanoi and HCM
SPREADING
Awarding of Grant and
Call for Entries
Research Proper
PR Write-up
INtroduction of Eprint EPRrint Zones all over the city
Microsite Launch
HP District 4 Corners
4 Corners Implementation

14. Adopt an Eprint Printer Be the first to use Eprint in your business
Invite business owners to Experience Eprint’s convenience --
making it an integral part of their business.
1 2 3 4
CALL FOR ACTION
Open an online sign up
board for CEOs. CEOs will SELECTION EPRINT IN THE OFFICE AGREEMENTS
be asked to surrender HP Reps verify HP visits the company and Company to agree
organization information: information via phone install Eprint. HP to and sign a waiver
nature of biz, company calls.HP selects recommend how Eprint for possible
headcount, contact companies to avail of can change thebusiness cooperation for PR
details.Or send Company EPrint printer. operation. efforts.
details in Designated
Eprint email address to be
chosen.
Administration/ Customer Service/Feedback Marketing Campaigns HR Internal
Operations
Include Eprint’s email address Encourage Open Door -
Print brochures or Encourage job applicants Feedback system with
HOW CAN EPRINT Administration in Customer Feedback or leaflets instantly. to send their CV straight CEO by emailing concerns/
HELP BUSINESS? Real time Sales contact information given to Integration in Direct to Eprint email address. ideas straight to CEO’s
Reports companies’ consumers, clients Marketing Efforts Eprint facility.
Order Forms and products.

15. IDEAS WORTH SHARING.
Bringing together the world’s most fascinating thinkers and doers.
Our mission: Spreading ideas. HP VALUES:
Trust and respect for individuals
We believe passionately in the power of
We work together to create a culture of
ideas to change attitudes, lives and inclusion built on trust, respect and
ultimately, the world. So we're building dignity for all.
here a clearinghouse that offers free
knowledge and inspiration from the Meaningful innovation
world's most inspired thinkers, and also a We are the technology company that
community of curious souls to engage invents the useful and the significant.
with ideas and each other.
Mechanics Panel of Experts from TEDx
and HP Global will choose the
best idea to be developed. HP
Have an idea for Technology, grants 5K - 10k USD fund for
Entertainment or Design? We want the development of THE IDEA.
to HEAR from you.
Upon completion and approval
by HP and TeD Organization,
PUBLIC make their own idea map winners will present the work in
or proposal and send to TEDX TEDx Conference in Hanoi and
Eprint emaill address. HCM City.

16. HP DISTRICT ACTIVITIES Usage and Experience in Office and Public.
FOUR
CORNERS
EZONES
CORNER INTEGRATED
ACTIVITIES CORNER 1) Celebrity Visits
ACTIVITIES 2) Accidental Tourists
3) Instant EGifts
4) Unplugged Entertainment
1) Accidental Tourist
1) Hidden HP
2) Installation Art
2) Bring Me Game
3) Print Genie
3) Eparty
4) Unplugged Entertainment

17. HP DISTRICT Four Corners
Four Corners represent the borderless North
reach of the earth. Four corners
represent the boundless and limitless
possibilities we can experience
through HP’s Eprint.
West
East
HP District will implement in 4
buildings in the city where activities
about EPrint’s convenience and claims
will be proven. As a starting point, we
intend to choose location in the North,
East, West and South of HCM and
Hanoi. South

18. HP DISTRICT Four Corners
Location Recommendations
North
HCM Hanoi
North Parkson Airport
Saigon Trade
West
East
East
Center
West NowZone
South Saigon Center
A Eprint Booth will be situated in the buiding
main lobby or high traffic area.
South

19. ACTIVITIES Accidental Tourist
A rotating backdrop of colorful Visitors to go to the
awe-inspiring places will stand booth, send their
as the background for group or photos to Eprint
individual pictures via their facility to get their
email-enabled mobile phones. pictures instantly.

20. ACTIVITIES print
Print Genie
Your wish is my command!
>
1.
Get the Eprint’s
email address.
2.
Email your
Visitors can activate documents.
their special powers
by being allowed to 3.
print 3 documents or
photos in the Eprint Get your printed
facility free of matter instantly.
charge.

21. ACTIVITIES
Interval Entertainment during off peak hours
to attract visitors and prove Eprint’s benefits.
Unplugged
Visitors will be entertained with a tasty relaxing
chillout acoustic entertainment from local
acoustic bands.
Song Requests may be sent to Eprint Facility--
to be placed beside the singer during the act.

22. ACTIVITIES
Bring objects from the other corner
and win a prize for 2!
Bring Me Game!
Every hour, HP BA will ask visitors to bring objects found inside and outside the buildings
included in the Four Corner. The twist - they should bring photos of objects (and not the
actual)printed in HP Eprint.
HP BA: Bring me an airplane!
HP BA calls the receiver to claim 2 prizes
for their team.
Other examples of objects to bring:
Visitor calls a friend in Parkson Airport to Bring me the airport!
take pictures of airplane. Bring me the elevator in NowZone!
Bring me a new shirt from FCUK!
Friend sends the picture with the name of his/
her friend and contact details to Eprint email
address.

23. ACTIVITIES
A gathering of infuencers, relevant celebs
and targets in 4 Corners location.
EParty
HP to send email invitation to office HR/CEOs
in every building.
Receivers input their names, pictures,
information.
Receivers may upload in their email enabled
phone and print onsite their invitation.
Take photos , Enjoy and Share the Eprint
Party.
Sample Program Flow
1) Registration via Eprint
2) Eprint Overview
Sample Program 3) Share your Eparty
FLow Experience
4) Celebrity Sightings
Eprints

24. A mobile booth where general public can
Activities
experience Eprint’s amazing technology
instantly.
Mobile EPrint Zones
Components:
Mobile EPrint Zones are web-connected
booths containing the Eprint Facility, photo
gallery and Eprint Ambassadors.
The objective is to immerse and excite the
public about Eprint Facility.
(1) Eprint Facility
Locations to be Visited:
Parks
(2) Photo Gallery for Photo
Malls
Select POS Display
(3) Eprint BA’s
HP Showroom
Office Buildings
Sponsored Events

25. Activities
Side activities aimed to excite the public and
invite them to try Eprint.
EPrint Zones Side Activities
Celebs Visit Catch. Print. Free.
Celebs will be scheduled to visit
the HP Eprint Zones where (1) HP partners with stores for freebies.
Accidental Tourists
visitors can capture their Celeb (2) HP creates an interactive billboard to be shown in
moments and print instantly A rotating backdrop of colorful awe-
LCD TVs across the city. inspiring places will stand as the
through Eprint. (3) HP creates a game featuring menu of different background for group or individual
items from partners flying around the screen. pictures via their email-enabled mobile
Also, Celeb will send (3) The menu will point people to catch an item from phones.
inspirational / motivational partners and claim their freebies by printing it in the
personalized photo notes to HP store’s Eprint facility. Catch a photo of Caramel Visitors to go to the booth, send
email addresses. Macchiato and get one for free. Print your photo their photos to Eprint facility to get
and Claim at Highlands Coffee Saigon Center. their pictures instantly.

26. Activities
HP District Icons Treasure Hunt Game
Hidden HP
Hidden District HP sticker icons will be placed
strategically in the 4 corners vicinity. Targets need to photograph
HP sticker Icons will be hidden in the elevator, the icon and print in Eprint
office desks, entrances, etc. Zones to win instant prizes..

27. Summary
Adopt an Eprint
4Corners
Call for Sign up
Implementation in 4 Buildings
Deliberation
Culminating Event - EParty
Awarding of Eprint
Monitoring & Updates
Ideas Worth Sharing Eprint Zones
Parthership with TED Implementation in
Call for Entries Parks
Selection of Idea POS
Awarding HP Showroom
Rsearch and Development of Idea Sponsored Events
Conference in HCM & Hanoi

28. PR
Proposed by Square Group

29. Phases - PR
HP E-printer technology
Concept : HP- E District

30. Message House
HP District
Phase 3 E Community HP E printer
E-life E-Party : 1. Professional IT Go into life
How Fans & Celebs Expert’s opinion 1. Testimonial of actual
interaction ? 2. Consumers ’s opinion product experience
2. The conclusion
4 corners integrated
HP E printer launching day 1st HP E printers with the E-
Phase 2 Media Launch & Consumer activities technologies
E-4 Corners Launch/ Technology revolution/ HP E printers technology keeps Focus on product types for
Products highllight the whole world in touch easily for Different target audiences
a more success and closeness
E park : N-E-W-S events in HCMC
Phase 1
E-District
Construction

31. PR MILESTONE TIMELINE
Feb 2011
Communication Timeline
Mar 2011 Apr 2011
w3 w4 w1 w2 w3 w4 w1 w2 w3 W4
Launch
Day
HP E printer launching day
Media Launch & Consumer launch
Technology revolution
E printer teasing : Let’s Imagine
not only e- business
but e- life … E Park : 4 corners integrated activities
HP E printers technology keeps the
whole world in touch easily for a
Event teasing: An new life in more success and closeness
E District that you ever head,
ever seen 1st HP E printers with the E- technologies
Focus on product types for
Different target audiences
E-Party :
How Fans & Celebs
joining ?
E Community
1. Professional IT
Expert’s opinion
2. Consumers ’s opinion
HP E printer Go into life
1. Testimonial of actual
product experience
2. The conclusion

32. Media Tactics
• The whole campaign: Focus on IT target : 60%, mass: 40%.
Allocation:
o Phase 1: IT: 70%, Mass: 30%
o Phase 2: IT: 70%, Mass: 30%
o Phase 3: IT: 40%, Mass: 60%
Media Focus
 IT group: PC World Vietnam (series A&B), E++ , Điện tử Tiêu dùng, Nghe Nhìn, Mobile review, Nhịp sống số, Thế Giới @, Khoa học &
Đời sống, Khoa học phổ thông (Làm bạn với máy tính), E-Chip Mobile , E-chip IT, Tin học đời sống, Thế giới số, Stuff, Siêu Thị Số,
Xã hội thông tin, Khoa học & công nghệ, Siêu thị thông tin, Số hóa…
 Mass group: Thanh Niên, Tuổi Trẻ, Sài Gòn Tiếp Thị, Hà Nội Mới, An ninh thủ đô, Thời báo kinh tế Việt Nam, Thể thao & Văn hóa, Thể
thao văn hóa & Đàn ông, Vnexpress, Vietnamnet…
 TV station: Cuộc sống số - VTV, Chuyên mục Công nghệ thông tin - HTV
• Use “the E District” – as a metaphorical image stands for a convenient & unlimited life including both business success and emotion
connection brought by HP technology.
• Use IT forums leaders and Top IT magazines’ as strong influencers.
• Use celebrities and fan’s adoration as key hooks.

33. Phase 1

34. Under E Construction Phase 1
Angle 1: What e-life means?
• Provide consumers definition Angle 2: E- Park is coming soon
of what e-life means: Connection •Trigger the information of the event /
Relating to business and emotion concept to create “hot discussion
of people becomes so easy and news” on multi channels
convenient without any border. •Give the activities information,
• Tease consumers with an Places, time….
E- technology and devices for their
benefits Approach:
• Lobby for E - printer launch
Approach: • Be the first to see, touch, feel and
share
• Let’s Imagine not only e- business • Prizes as hooks
but e- life around us • Count down number participant
• What is under E- construction ? and day
• E life is coming soon…
• Highlight the potential Methods of delivery
utilities for consumers • Special news
• Boxes on advertorials.
Methods of delivery • Forum seeding: 20 hot forum
• Editorials
• Advertorials Media List
• Forum seeding Reference in the excel
Media list:
Reference in the excel

35. Phase 2

36. E Park Phase 2
Angle 1: The Press Conference
• Launch technology/products Angle 2: Direct information of New Angle 3: HP VIP interview
officially to media HP E printer technology & 1st products •Use HP VIP voice to highlight the
• Provide media full information of •Communicate , highlight in directly strength of HP, willing of market owning
Products/technology . way the product features, technology … in the category ..
• Announce the campaign with E park • Give consumers the welcoming •Convey corporate commitment
Concept . Attitude of the world and VN market
• Provide full information of E park Approach:
activities • The proud of HP
Approach:
• The E- printer : Concept source
•E life – closer and more convenient
• Leadership and innovation
Approach: •Vietnam printer market & E printer
• Business plan in VN
revolution
• E printers and application to life
• The 1st technology in the world
• The most convenient , easy Methods of delivery
contribution to human sharing.
Methods of delivery
• Benefits of E printers to life • Special news
• Interview advertorials
• Event activities : link directly to the • Editorials
main message of the campaign • Advertorials
• Information boxes on advertorials.
Media List
Methods of delivery • Forum seeding
Reference in the excel
• News coverage : 40-50 media
Media List
Media list: Reference in the excel
Reference in the excel

37. E Park Phase 2 - cont
Angle 4: The E park events
activities ( week days)
• Communicate activities content
and meanings.
• Report the activities atmosphere
• Highlight celebs
Approach:
• 4 corners of the earth integration with
HP E printers.
• Surprising and exciting with activities
that express a breakthrough technology
• Travel around the world in the event
(photo taking corner)
• Prizes getting chances
• Offices on the buildings join activities
with full of energy
Methods of delivery
• News coverage : 40-50 media
Media list:
Reference in the excel

38. Phase 3

39. E Life Phase 3
Angle 1: E – Party
• Report the activities atmosphere Angle 2: Celebrities highlight Angle 3: Testimonial
• Thru activities highlight the ( weekend) • Professional : Use leaders of
message of “ HP E printer helps •Use celebs influence to draw attention Hitech magazine . Top forums
you print your emotion and career leader s as Influencers.
from all directions of the earth, • End users : Consumer’s opinion
wherever you are ” Approach: after experiencing products
• Celebs talk about feeling with
HP E- printers/ how it is convenient Approach:
Approach: •Evaluate the technology and product
•Why its called E party ? For her life and business….
• Pictures of her joining E Party and as the leaders in the category.
•How fans and celebs join the E party? •Convenient sharing focus
•How 4 corners share pictures and Share with friends.
• Opinion of fans •Business support
Information. •Easy to share
•Get people closer
Methods of delivery
Methods of delivery
• Advertorials Methods of delivery
• Special news
• Editorials • Pictorials
• Advertorials
• Advertorials • Information boxes on advertorials.
• Information boxes on advertorials. • Forum seeding
• Forum seeding Media List
Reference in the excel
Media List
Media List Reference in the excel
Reference in the excel

40. Digital

41. Communication Channels
Digital
Facebook Fanpage
Email Marketing Microsite www.facebook.com/hpdistrict
www.hpdistrict.com
Creating a Facebook Fanpage to introduce the
Email blast to targets’ database to
campaign to general public.
invite and participate in on-ground
Experience eprint convenience through games
and offline activities.
and activities online.
Link to Microsite to connect people to spread
HP District & Eprint.
Forum Seeding
Web Banners 70% technology forum
+ 30% others
Intrigue and Tease Creating relevant threads on HP Distcrict & HP
Placement of ads on sites visited e-print technology to make buzz and interest
by targets to excite general public about activities in:
and targets to try and experience * Phase 1: E district construction
Eprint. * Phase 2: E-zone
* Phase 3: E-life

42. Microsite www.hpdistrict.com
EGAMES EZONES
Build activities to Introduce and
EPRINT engage audience
Introduce HP engage Targets In
E-DIstrict with ONLINE
Eprint versions of
TEchnology Construction
EPrint Zone
Activities
Artwork - Peg Only Artwork - Peg Only Artwork - Peg Only

43. E-game E-
E-print E-zones
experience
www.hpdistrict.com www.hpdistrict.com www.hpdistrict.com

44. EPrint
EPrint
Introduce HP E-prints solution
- Process
- How can to use?

45. EGame
A. Game - E District construction Game
1. People register by email to attend the Game
2. HP District will send the members a part of HP
district image (random)
E-game 3. Members will send the image to email of e-print (on
www.hpdistrict.com) ! the e-print will print a part of
image for members.
4. 100 members merge the part of image into HP
district image will win
B. Online Lucky Draw: The end the campaign;
members can win 10 HP Printers by lucky draw

46. Register by email Send a part of
district to
members
Send a part of
district

47. EPrint Zones
North
Introduce and engage targets
through online versions of
EPrint-zones activities:
West
East
- Location
- Times
- Celebrity
- How can to join?
South

48. EXperience
Mr Lê Thanh Phương (thirth from
Mr Lê Trung Việt
right)
Chief Editor PC WORLD
Phong Vu Director
Celebrities & members
share their REAL
experience about e-print Mr Nguyễn Hữu Lệ
Chairman of TMA Solutions

49. Viral Marketing Strategy
Objective
Creating awareness and Generating interest
Driving traffic of
excitement of latest HP through big buzz to make
consumers to stores to
ePrint technology consumers experience
purchase HP ePrinter
and consider HP ePrinter
HP e-District is under HP ePrint technology
Message
HP ePrinter helps the
construction ... Joint makes the printing much
consumers live an easy
www.hpdistrict.com to easier than ever ... Feeling
and convenient
explore the ePrint 100% in
eLife now
technology 4 e-Corners

50. Forum Seeding
Breakdown:
70% technology forum
+ 30% others
Many HP ePrinters threads posted by high-ranking
forum members in hot boxes on 15 - 18 most
popular forums. Daily comment feed. Always on
top page
 Agency Guarantee
Topic & Views
Comments
1,000 600,000

51. Forum
No Forum Member* Post*
1 www.hdvietnam.com 263,389 1,046,827
2 www.tinhte.vn/forum 528,171 3,434,766
3 www.vn-zoom.com 2,967,816 2.943.638
4 www.otosaigon.com/forum 44,909 1,296,982
5 www.diendantinhoc.vn 72,536 124,489
6 www.shoptinhoc.com 424,761 278,753
7 www.webtretho.com 464,536 8,025,066
8 www.lamchame.com/forum 82,002 2,730,653
9 www.5giay.vn 581,221 27,300,965
10 www.ddth.com 804,697 1,867,686

52. Forum
No Forum Member* Post*
11 www.softvnn.com 339,372 694,274
12 www.pdaviet.net 475,238 1,225,402
13 www.forum..tech24.vn 796,546 233,663
14 www.cuasotinhoc.vn 293,456 895,615
15 www.shoptinhoc.com 424,761 278,753
16 www.techgsm.vn 25,671 39,643
17 www.khoahocphothong.net 532.042 901.734
18 www.diendantinhoc.vn 72,536 124,489

53. Facebook Fanpage
www.facebook.com/
hpdistrict.com
In Terms & Condition, Hot
news, results, etc. will be
posted on the wall
 Guarantee: minimum of
1,000 fans & friends

54. Web Banners for reference
only
 Selecting www.vnexpress.net,
www.tinhte.vn and Facebook Ads by
prioritizing audience delivery (reach)
and relevance to brand (quality of
exposure)
 Utilizing rich media interactive ads and For reference
attractive call-for-action to achieve only
greater click through rates (CTR) and
driving netcitizens to HP ePrinter
microsite
 Utilizing the best available position on
2 portals to reach maximum audience
online - floating banner (VNExpress),
right banner (Tinh Te)

55. Email Marketing
for reference
only
Total emails: 500,000
2 main messages spreading:
Phase 1: E-Park is coming soon
on www.hpdistrict.com
Phase 2: Direct information of
new HP e printer
Receivers will be the members
of : D-Square database

56. THANK YOU!
56