WITHIN one month of winning the Hewlett-Packard (HP) advertising business in Hongkong, Saatchi & Saatchi has launched an integrated campaign featuring television, press and below-the-line materials for HP's Deskjet 500 inkjet printer.
The 30-second television commercial, which communicates new low-price strategies and a three-year HP warranty, has three separate versions, all in Chinese and English.
A tight production budget led to casting from within Saatchis' Hongkong office.
HP is putting HK$1.5 million into the first burst of advertising, which lasts through March.
Further bursts will depend on results.
Print advertising is appearing in major Chinese newspapers and the South China Morning Post. Point-of-sale bunting and posters are reinforcing the above-the-line message and some flyers are being sent to HP clients using an in-house mailing list.
