HP | Reinvents Story Time
Campaign
Problem:
HP Inc. Singapore faces the harsh reality that printers are increasingly becoming better suited for museums rather than living rooms. Anything that people used to need to print can now be conveniently stored on their smartphones. HP knew that it would be futile to insist to our audience that printers are vital products in their current lives. How then, could we address our challenges in increasing market share amongst younger consumers? How can we maintain future market share, while educating them about Mobile Printing and, even more importantly, connecting emotional desire for a product that they perceive to be irrelevant to their lives?
We knew we had to develop a solution that would identify an emotional conflict within our audience’s lives and provide a creative way for HP Printers to resolve it.
Insight:
What if we could give people new reasons to fall back in love with physical prints and remind them of the joy that it can bring?
The Adventures of Harriet Purrkins tells the story of Harriet Purrkins, a clever young tortoiseshell cat living in Singapore. On her 3rd birthday (remember, 1 human year = 6 cat years), she gets a letter from her great-great-grandfather telling her about the legendary Purrkins family treasure - a pure gold fish. It was hidden years ago to keep it safe from pirates (especially the dreaded Scary Pirate Pinkbeard), and the only clue to its whereabouts is an old map with a clue written on it. No Purrkins has ever been able to solve the clue and find the treasure, so now that she’s old enough, it’s Harriet’s turn.
Solution:
To create a story that children and parents would bond over required the right story tellers. We teamed up with Henry Adams, a veteran copywriter in Singapore and Ann Gee Neo, a renowned Singaporean illustrator and member of the Organisation of Illustrators Council of Singapore to help us in creating The Adventures of Harriet Purrkins.
Art Directors: Janice Lin, Vincent Lau
Copywriters: Takumi Kinjo, Teo Chin Yen
Videographer: Marcus Lin
Case Study Editor: Jayden Tan
Case study video:
Campaign video:
Letters and printables:
