HP direct mail case study

This Hewlett-Packard direct mail campaign invited the audience to make an animated movie using the Monsterism toys created by Pete Fowler.

Arc Worldwide Singapore's idea was to show how, if HP could help DreamWorks make ‘Shrek’ and ‘Toy Story’, its HP xw9400 could do the same for you.

Within days of its launch and without any visible media running, the HP Toyrama site had garnered more than 3,000 unique visits. More than 10 creative blogs and online forums had begun raving about Toyrama, and a quick Google of ‘HP Toyrama’ yielded a staggering 18,000 results.