Hewlett-Packard has launched a promotional campaign, "HP LaserJet Pays You Back", to market its latest range of HP Color LaserJet multifunction printers.
The campaign, developed by Goodby, Silverstein and Partners, integrates print advertisements, events, mail, e-mail messages and banners, as well as advertisements by way of social media and a micro-site.
The promotional micro-site offers interested customers a calculator to analyse how long the printer will take to save them the cost of buying it, as well as user product reviews and special schemes.
"We wanted to reinforce the message to customers that using HP laser kit devices is a lot more than just having a printer available to print internal documentation,” said Ken Fleming, director of laser jet and enterprise solutions marketing at HP.
The "It Pays You Back" scheme offers the customers a rebate on their old HP printers.
The campaign was launched on 24 June at a New York event hosted by Ivanka Trump and Bill Rancic.