The situation

HP Instant Ink’s delivery service was eco-friendly, efficient—and simple, until customers had questions. Then things got confusing. The customer service site was tricky to use, and answers were long-winded and too technical. HP needed to keep its communication as easy to understand as the service itself.

What we did

To make HP’s new service more accessible, we got animated. We took customers on a journey through the bright, bold world of HP from the ink’s point of view. The short video starts with a low-ink alert triggers the order and follows it to the doorstep. A burst of cyan, magenta and yellow celebrates the ease and convenience of Instant Ink—and customers celebrate newfound clarity.

What happened next

• We set the tone for HP’s new people-friendly approach to user experience.
• We created an entertaining experience out of the explanation of an ink subscription service.