Global launches UK's largest billboard advertising network
Global has launched Billboards by Global, adding new data and measurement tools to its network while more than doubling its digital 48-sheet footprint to over 600 sites
HP has advertised its Smart Tank desktop printers by printing and installing a billboard made up of 319 A4-sized sheets
HP has launched a new experiential UK campaign to drive awareness for its Smart Tank desktop printers – refillable ink systems designed to last at least three years.
As part of the campaign, a HP Smart Tank printed a billboard made up of 319 A4-sized sheets, with the out-of-home (OOH) display printed and installed live as part of an activation in Clapham.
In addition, HP partnered with broadcaster and comedian, Alexander Armstrong, to launch the ‘Rapid Response Print Squad’ – a mobile printing service designed to help people in real-time document emergencies.
The campaign is in response to new research from HP which reveals that printing remains a crucial part of how Brits prepare for life’s important moments.
The study of 2,000 UK adults found that more than half (52%) rely on printing for last-minute travel documents, while 43% print booking confirmations before a trip. Yet despite this reliance, only 20% say they have a printer readily available at home.
The activation debuted outside Farringdon Station as well as in Manchester and Bristol, offering on-the-spot printing support in high-footfall locations.
At the centre of the activation was a branded Piaggio Ape vehicle, a tiny three-wheeled flatbed truck. The truck was transformed into a mobile print unit staffed by Armstrong, who assisted commuters with everything from return labels to visa documents.
The nationwide campaign was delivered by creative and talent agency, Edelman, OOH agencies, Grand Visual and Talon, and media partners, Omnicom and PHD.
Speaking of the campaign, Alexander Armstrong says: “Printing is one of those things you don’t think about until you really need it – and when that moment comes, it has to work.
“Whether it’s travel documents, school forms, or something for work, being prepared makes all the difference. I love that HP is recognising those everyday moments and helping people feel sorted.”
The HP Smart Tank range is designed for households that print regularly and want predictable, low running costs. The printers reportedly come with up to three years of ink included in the box using high-capacity, refillable ink tanks.
Megan Casey, home print category team lead at HP UK and Ireland, adds: “Our research shows that printing is closely tied to moments that matter – from travel and education to work and family life.
“When people press print, they need confidence it will simply work. HP Smart Tank is designed to provide that reliability and the Rapid Response Print Squad demonstrates our belief that printing should support life’s important moments, not complicate them.”
