The most effective marketing is to let customers take out their wallets!

Many times, the most effective marketing is to make consumers take out their wallets and feel from the bottom of their hearts that "I can't live without this product."

For example, the classic advertising slogan: " If you are afraid of getting angry, drink Wanglaoji ." Whenever people eat hotpot, they will have a can of Wanglaoji out of fear of getting a sore throat.

For example, the property consultant of the sales department will report the sales status of the property in the circle of friends every now and then, and at the same time shout to you: "This property is very popular, if you hesitate, you really can't buy it!"

Similar to the above marketing methods, HP also shot two advertisements to let consumers actively feel that the inconspicuous printer in the corner is actually the most noteworthy office equipment!

The Wolf Ⅰ ▼

The Wolf Ⅱ ▼

The reason why these two HP ads were successful is that consumers saw the following three issues:

1. The severity of the problem

Compared with the hidden dangers brought by printing security, what is more worrying is that most companies are not aware of the seriousness of this problem.

This reminded me of an interview I had seen before. Michael Howard, chief security consultant at HP, found in his contacts with major companies that most companies believed that "our security is very good" and "we do a good job", and completely ignored the security blind spot of printing.

It was only after the safety assessment was completed that the initial suspicion turned into disbelief.

2. Is the event likely to happen? Is it easy to do?

Obviously, yes.

Christian Slater, the star of Mr. Robot, transformed himself into Wolf in the advertisement and used two stories of "The Boy Who Cried Wolf" to tell us an astonishing fact: there are hundreds of millions of business printers in the world, but among these printers, less than 2% are truly secure. And he can easily get the data he wants through these printer loopholes.

To be honest, before watching these two ads, Madman, like most people, had no idea that there is such an operation as controlling the printer → controlling the network → controlling the data!

We know to encrypt the network, set passwords for computers, and install firewalls, but we forget that printers also need protection. The consequences of an unprotected printer are just like the plot in the advertisement: when the information is leaked, you won’t even know how it was leaked.

3. How to address this potential risk?

In addition to raising questions, more importantly, HP provides consumers with solutions to problems.

In order to avoid the printing security risks mentioned in the advertisement, HP invited Jonathan R. Banks, the star of Breaking Bad, to shoot the following three The Fixer series advertisements.

Due to WeChat background restrictions, the three videos have been merged into one ▼

Unlike computers or mobile phones, office equipment such as printers can be used for about 5 years for most companies as long as they are not broken. But HP makes consumers realize that they have to replace their current printer!

From The Wolf to The Fixer, HP first proposed the proposition that "security issues cannot be ignored" and used two specific cases to contextualize the concept of printing security, making people realize that "Oh my God, it turns out that the printer in the corner is an overlooked security vulnerability." Then it was natural to launch HP enterprise-level printers, which naturally achieved twice the result with half the effort than simply promoting the selling points of printers.

In addition, HP invited the leading actors of "Mr. Robot" and "Breaking Bad" to turn the advertisement into a blockbuster movie .

With large-scale shooting scenes, voice-over narrative techniques, and a rich storyline, it can be said that this series of advertisements is as exciting as Hollywood movies.

Although the brand owner adopted the form of long advertisements for a more complete narrative during the filming, people are still attracted to watch it because the story images are exciting enough.

How much water a bamboo basket can carry depends on the length of its shortest board; the level of a company’s information security depends on its weakest link.