BITE Insight

Tattoos. For many, they are reminiscent of rowdy sailors and muscular site workers. But today, it is estimated that around one in three young adults in the UK has a tattoo, with the figure at one in five for the general population.

Tattoos are everywhere and HP, together with Brave, harnessed this growing trend with their campaign, Ink Roulette.

The campaign launched to celebrate the release of HP Instant Ink’s new Free Printing Plan. HP and Brave challenged members of the public at London’s Old Truman Brewery to enter into a draw to either win an free Instant Ink printer or be inked by the HP tattooists.

HP, an 80-year-old company, maintains its relevancy through its tagline, “keep reinventing”, an essential idea in the modern technological age that has the potential to see PCs and printers become obsolete.

The campaign, for the launch of a new printing service, succeeds in aligning the brand to a younger, more daring audience.