HP SMART TANK 580 PRINTER SERIES PRODUCT LAUNCH
Services Provided
The Challenge
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.
Our Solution
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.
Results & Impact
The campaign delivered exceptional reach, engagement, and performance:
- 384 radio spots across 8 major stations, reaching 5 million+ listeners
- 28 branded BRT buses on 10 routes, generating 5 million+ impressions
- A successful partner launch event with 232 guests and 8 HP staff, including online participants
- #HPSMARTTANK580 hashtag reached 1.3 million people with 35% positive sentiment across Lagos, Abuja, Ogun State, and beyond
- Influencer content generated 95,000+ views and strong engagement
- 4 strategic billboards at HTA, CBD, and tech market corridors in Abuja and Lagos, reaching 3 million+ viewers
Full Story
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
Key Metrics
Radio Advertising
384 radio spots across 8 major stations, reaching 5M+ listeners
Transit Advertising
28 branded BRT buses on 10 routes, generating 5M+ impressions
Launch Event
Partner event with 232 in-person guests and 8 HP staff, plus online participants
Social Media Reach
#HPSMARTTANK580 reached 1.3M people with 35% positive sentiment across multiple states
Influencer Marketing
Generated 95,000+ views with strong engagement
Outdoor Billboards
4 strategic billboards in Abuja and Lagos, reaching 3M+ viewers
Campaign Highlights
