Corporate Innovations
The Brief
Following the launch of HP’s OfficeJet Pro X efficient ink technology printer range, the brand wanted to alert its resellers and potential customers to the cost savings that can be enjoyed when switching to the new technology featured in the range. HP wanted to educate and illustrate how customers can ‘profit from print’.

Working closely with Westcoast, Corporate Innovations developed and deployed a campaign that would enable its own ‘Inkonomist’ trainers to travel across the UK and visit resellers in the HP network.

Once on site, the ‘Inkonomy Drive’ trainers delivered product training with the new OfficeJet Pro X inkjet printer range and highlight the cost savings that can be made by using less ink. Training bookings with resellers were taken via an interactive website ( that contained various resources such as product information and case studies illustrating the cost savings that businesses have already made using HP’s latest printer technology.

To reinforce the ‘economical’ message contained within the campaign, the ‘Inkonomy’ team travelled to resellers in distinctively-branded Toyota hybrid cars that are driven by both conventional engine and electric power. This gave emphasis to the parallels of fuel and technology change.

As well as visiting HP resellers, the Corporate Innovations trainers also delivered their product training messages at ‘Office’ – a trade show held at London’s Olympia, and at local Chamber of Commerce events.

The campaign was a major success and the targets that Corporate Innovations were originally given by Westcoast were surpassed during the 12 week campaign.

“More brands are waking up to their reseller responsibilities and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence, their positive reseller impact is not maximised. At Westcoast we have worked hard to help HP buck this trend with Inkonomy by enabling resellers and growing OfficeJet Pro X sales by helping people to understand the change in print technology. The booking, processes, execution and support from our partners Corporate Innovations has been excellent at every stage.” Business Manager UK & Ireland, Westcoast HP Print