HP SMART TANK 580 PRINTER SERIES PRODUCT LAUNCH

For many years, HP has been a trusted name in Nigeria, providing high-quality printers and PCs to consumers and partners. With evolving customer needs and increasing demand for smarter, more efficient technology, HP introduced the SMART TANK 580 AIO printer series to deliver innovative solutions that keep users connected, safe, and productive.

We executed a memorable, insight-driven 360° marketing campaign, combining both ATL and BTL strategies to deliver maximum impact. Our approach blended mass-reach channels with targeted engagement tactics to build hype, educate users, and create strong emotional connection to the product.

BREATH OF DEPLOYMENT

The campaign was deployed extensively across multiple touchpoints to ensure nationwide visibility and engagement:

• Branded BRT bus wraps
• Radio jingles across major Nigerian cities
• High-impact billboards in strategic tech corridors
• Trade partner launch events
• Technology market activations
• Partner store activations
• Lamppost and newspaper advertising

This full-funnel deployment ensured sustained visibility, excitement, and conversion across consumer and partner ecosystems.

CONTENT ELEMENT

Our communications strategy focused on a blend of mass awareness, education, and experiential interaction:

• Clear, compelling messaging across ATL materials
• Influencer content to drive social engagement and relatability
• Live demonstrations during partner and tech-market activations
• Fun, immersive launch event experience to bring the product story to life
• Strong hashtag promotion (#HPSMARTTANK580) to drive online traction
• Consistent brand storytelling across all materials and activities

CONNECTING WITH THE PARTNERSHIP

The campaign strengthened HP’s relationship with its partners by positioning the HP Smart Tank 580 not just as a product, but as a lifestyle and business solution. Partners interacted with the product in meaningful ways through:

• Hands-on demonstrations
• Dedicated partner launch event
• Sales-driving activities in tech markets and stores
• Increased brand visibility supporting sell-out and revenue growth

The strategy aligned perfectly with partner needs—offering a versatile, reliable product that appeals to both home and business users.