1. HP creates 'The Wolf'

Discover how the printer series thrilled in an epic 3-part cinematic web series

Printers aren’t exactly the sexiest of products…Is something you won’t be able
to say after you’ve seen
this campaign.
So, how did HP do it?
Who knew one of the most intense web series ever made would be produced by HP? It just goes to show that no matter your product, your marketing campaign should never be boring.HP made this 3-part cinematic web series as a thriller – fast-paced, high stakes, and it often gets compared with the hugely successful TV series Mr. Robot for its focus on cybersecurity. The campaign raises awareness of the security risks businesses are facing, in the context of their insecure digital printers.The series stars some pretty impressive celebrities – Christian Slater and Jonathan Banks – and is directed by award-winning director
Lance Acord.

At the time of writing, HP's video
has over 2.3 million views on YouTube.
And that’s just part 1.

Why was it so successful?
The importance of emotion is often forgotten in B2B companies’ marketing campaign ideas. HP cannot be accused of that.

The narrative of their web series is emotive and creative, which makes the message all the more powerful.

There’s a feeling of anxiety and insecurity that escalates as the video progresses, which makes the call to action extremely effective.It drives people to HP’s cybersecurity site with a sense of urgency, where they’re shown HP’s portfolio of enterprise products. It really is in a class of its own and more B2B companies should take note of this masterclass in campaigning.

Tell us, did HP's campaign get you going?

Yes! It's a clever piece of campaign marketing with exactly the kind of drama we'd want.
Sort of, but we don't have the budget to produce anything of that scale.
Not really, I was only in it for the celeb cameos.