Each year, Shop! ANZ opens up judging and over a 10 day period, allows the industry and public to have their say on the best campaign of the year, selected from all award submissions. The Award drew more than 1,000 individual votes, and D2C was crowned winner of the People’s Choice Award for the HP Sprocket Mobile Cart Campaign.
The HP Sprocket is a pocket-sized device that prints photos directly from a smartphone. HP needed a demonstrator program for the Sprocket, but with no permanent fixture and every store with varying display locations, a mobile solution was needed to bring the small printer with very little store real estate to shoppers and to life and finally convert sales.
D2C created a bespoke mobile unit – an oversized HP Sprocket including a handle so that it could be pulled through the store like a suitcase. It was made of two pieces, the main body and a removable panel that when reversed transformed into a header board and when removed revealed four demonstration Sprockets.
It was manufactured to be light and compact enough so that Brand Ambassadors were able to easily transport it around in their cars. When the BA arrived in store they would set up the header board on the device – a two minute process.
Demonstrations included showing shoppers the whole process of downloading the app, pairing the device and how to use the app and different features to print photos and takeaway memories. There was also a dedicated area for POS facilities on the mobile units, enabling sales conversion on the spot.
Sales at shifts where the HP Sprocket Mobile Carts were used were on average 10 times higher than shifts without. Giving shoppers a printed photo of their choice to take home also helped to spread word of mouth about the HP Sprocket.
The campaign has successfully won both national and international awards in 2019 for it’s creative approach and strong sales conversion including:
2019 Pinnacle Award, 2019 People’s Choice Award for best campaign by Shop! Association
Gold Award for best temporary display in Consumer Electronics category at the Marketing At Retail Awards 2019 by Shop! Association
2019 MAA Worldwide Globes Marketing Communications Award Programme, Silver Award for Best Mobile Marketing Campaign
