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Interactive Annual 16:
advertising

HP Photosmart Premium with TouchSmart Web

Launch Live Site

“This is one of my favorite pieces. It makes the complex simple, is as well-executed as any commercial communication out there and is really helpful. From the first true-to-the-product sound to loading visual to the content demo, it’s inspiring, informative and engaging.” —Brooke Nanberg

“The unique features of this line of printers are clearly and smartly brought to life by the microsite. Refreshing in its simplicity, the true essence of what is ‘cool’ about the printer is captured.” —Nikolai Cornell


Overview: How does a company convince an increasingly paperless public that there’s still value in owning a printer? If you’re HP, you reinvent the entire category with the world’s first Web-connected home printer. The site was part of a larger campaign—that included television, print, online advertising and extensive PR—to educate the public and generate excitement for the new printer. While most advertising pushes products, this site introduces a completely new technology and demonstrates it by mimicking the functionality of the printer’s touchscreen interface. Included are an intuitive navigation, scrolling menus with realistic-looking hand reflections, custom 3-D renders, hi-res videos and a fully-interactive product demo.

  • • The site’s multi-region build allowed for languages that are written right-to-left such as Hebrew and Arabic.
  • • A browser-based navigation and backup HTML make the site SEO-friendly and deep-linkable.
  • • The XML-driven site allows for customization and translation; the focus of the site can be easily switched to an alternate printer model with key imagery and video to match.

Comments by Rob Katzenstein and Drew Ungvarsky

Is the audience you’re targeting a particularly difficult one to reach? “Aside from the fact that the world at large is printing less and less, HP tasked us with creating a Web site that could not only engage an international audience, but that was also modular enough to easily include additional languages and products. To deal with this unique challenge, we built the site to be entirely configurable by XML. Regions around the world were able to easily launch translated versions of the site, and they could select and configure the modules and products that were applicable to their customers.”

Did you learn anything new during the process? “Working on a product as complex as a Web-connected printer taught us the importance of simplicity. All too often, Web sites make users jump through hoops in order to get basic information. This project made it clear that engagement and ease-of-use are not mutually exclusive.”

How did this project compare with others you’ve worked on in the past? “Most advertising deals with simple parity products with equally simple messages. This was an entirely different beast altogether. Not only were we introducing a new product, we were introducing one that was fairly complex and difficult to explain. While it seemed a bit daunting at first, it inevitably proved to be overwhelmingly rewarding.”

Credits

Ricardo Landim, art director
Joe Branton, senior art director
Rob Katzenstein, writer
Brian Gunderson/John Park/Drew Ungvarsky, creative directors
Josh McDonald, programmer
Gabe Molochko/Jeff Penano/Darius Pilapil/Ricky Williams, Flash programmers
Benjamin Mace, technology director
Jason Levesque, animator
Speedshape, 3-D modeling
DRASTIC, sound designer
Erin Dahlbeck, senior producer
Josh Newton, production artist
Sonya Parker, production manager
Grow Interactive (Norfolk, VA), project design and development
Goodby, Silverstein & Partners, ad agency
HP, client


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