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Business

HP tells people to “get real”

HP has launched a new campaign which aims to encourage people to ditch the digital and go back to basics by printing their pictures rather than always relying on screens to share snaps.

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HP’s new get real campaign is encouraging people to see the value in printed photographs

The Get Real campaign tells the audience: “we believe in the refrigerator”, tempting viewers to revamp their fridges with printed photographs.

The company was inspired by the findings of its survey which revealed that people are happy to occasionally hark back to less technologically advanced times. The survey was conducted with 7,500 consumers in the US and Canada, aged 18 to 64.

Deepak Masand, global head of print marketing at HP says: “We don't need a full reset, but we should pause and take a look at what's happening.

“It's not about taking the screen away, it's about embedding value into it so you can do more in the real world.”

63% of those HP surveyed said that they “think our digital lives and real lives are out of balance” and 27% said that they "cannot remember the last time they printed a photograph".

Our insights tell us today’s connected world can feel more disconnected than ever – and people are hungry for real things to hold on to

HP also found that 72% would rather read a paper book than an e-book and 76% of parents want their children to learn the value of both digital and real-life, hands-on experiences.

Masand says: “Our insights tell us today’s connected world can feel more disconnected than ever – and people are hungry for real things to hold on to.

“The Get Real campaign was built on a cultural truth about our relationships with technology. We want to encourage the imagination and inventiveness that comes from a healthy balance between our digital and physical worlds.”

If you have any comments on this story, or would like to get in touch, please email me at zoe@linkpubishing.co.uk or join the conversation on Twitter.


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