OPPORTUNITY
HP needed to make a splash - to establish itself as a credible and successful player in the digital camera and printer categories.

INSIGHT
The digital photography market at Wal-Mart was fiercely competitive. Camera giants like Kodak, Nikon and Canon already had a big presence.

SOLUTION
BARC leveraged HP's partnership with DreamWorks to execute an unprecedented in-store event at 2,500 Wal-Mart stores the day of the Shrek 2 premiere. Each store received a turn-key HP/Shrek Photo Day kit, including a unique, collapsible photo backdrop, marketing materials, branded photo frames and a sales associate training piece. This enabled Wal-Mart employees to demonstrate the fast and easy-to-use line of HP Digital Cameras in a fun interactive way.

RESULTS
The Wal-Mart event coupled with the theatrical release of Shrek 2 immediately connected with consumers, who lined up for their picture with Shrek. The nationwide, one-day event, combined with sales associate education, led to big gains in sales and brand awareness for HP.