Revolutionizing Printer Ownership
If you could get all the benefits of printing without the hassle of maintaining a printer and buying cartridges, would you? That was the question behind the creation of the creation of the HP All-In Plan. HP came to Metajive to help bring this initiative to market with the impact it deserved.
Challenge
Subscription, not purchase. Repeat. Subscription, not purchase. The All-In Plan is a huge initiative for HP, and we need consumers to understand that this is a comprehensive offering with services tailored to their needs. A monthly payment rather than one new device purchase is a major paradigm shift in printers.
Strategy
Simplify. Solve. Differentiate. Entice. We focused on addressing pain points, such as time spent learning about and shopping for printers. By focusing on busy families and small businesses we learned about the unique value proposition of the All-In Plan. Focusing on simplicity, we narrowed down printer options and prioritized key features. By the end of the consumer journey, the benefit of switching to this model would be obvious.
Approach
We developed a distinct sub-brand for the All-In Plan with a goal of creating a compelling narrative with a bold and rich brand experience that would resonate with consumers. Our messaging, UX, design, and animation allowed us to test and optimize the experience and receive near-perfect scores for comprehension, engagement, and effectiveness. Additionally we created a comprehensive brand playbook that empowered partner agencies to maintain consistency across channels, from CRM to paid media.
Design
We incorporated elements of HP's recent rebrand with a broad range of colors and exaggerated type scale and highly simplified 2D graphic elements while simultaneously creating a sub-brand leveraging rich and dynamic 3D animation to guide users through the service offerings. This allowed us to create animated stories that helped add depth to the visual storytelling while allowing us to create something elevated and dynamic.
Details We Love
Typography
Color Palette
Iconography
Renders
Sustainability Animation Process
Ad Campaign
Technology
Collaborating closely with HP's development team, we leveraged the existing design system while implementing innovative technologies such as frame-by-frame video and Lottie animations. Our close collaboration with the HP client team created a groundbreaking digital experience that not only met but exceeded expectations, laying the foundation for HP to systemize many of our components and animation scripts, bolstering the internal development tools and code library empowering future projects.
Project Results
A year long collaboration with our partners at HP resulted in a seamless user experience across desktop, tablet, and mobile devices. More importantly, we achieved something extraordinary for this world class organization, we not only set the bar creatively, but we convinced consumers! HP All-In Plan became the all-time fastest-selling subscription product in the companies history. Through testing, we delivered a conversion rate nearly 250% higher than the original launch and the website achieved a 65% greater engagement than HP's benchmark. This successful launch validated the business case for the offering, the effectiveness of the marketing strategy, and the inspired execution. HP's marketing leadership celebrated our creative work as "The best digital work HP has ever created."
