HP Augments Papercraft in New Ad Campaign

HP have been working with Oath Inc and its subsidiary companies Yahoo! To create a new advertising campaign for its HP Instant Ink printing plan and HP Envy Photo printer by using augmented reality (AR) to show how papercraft can be used alongside its products.

The AR campaign has been created by Oath’s RYOT studio in partnership with HP. The AR experiences uses the Yahoo Mail app, which allows users to select photos on their own device and place them inside printable picture frames.


The ad campaign is an extension of something that HP began on Tumblr, where it was providing hints, tips and ideas for families on how papercraft can be used. The AR experience combines video from a phone camera with virtual models. This allows users to see an advert, then experience the product without leaving the app.

Laura Davies, Marketing Manager at HP commented: “We are excited to work with Oath on this piece of content as it is a great way to combine the modern technology of augmented reality with the traditional nostalgia of printing physical photos, which can now be done with professional quality at home. The two worlds don’t often meet and we feel that this is a unique partnership with engaging and relevant content that we hope people will enjoy.”

Mark Melling, Head of RYOT Studio UK at Oath said: “We always strive to help brands deliver great experiences on mobile, people’s most personal device. Our new augmented reality formats are already proving a hit, with an average dwell time of two minutes on our pilots in the US. This campaign harnesses the power of AR to allow users to see for themselves how a premium HP printer can enhance their home. The experience allows them to play around with the pictures stored in their phones, try out the different styles of photo frames and visit our dedicated Tumblr site to find out more about how you can use paper crafts as a family. We’re excited to be using this technology to enhance the way HP is connecting with its customers. It’s a great example of using advertising to bring useful experiences to people who – like me – probably have a tonne of photos stored digitally and inspire us to actually display more of them in our homes.”

The AR experience is currently in testing. VRFocus will be sure to bring you the latest news on HP and its AR/VR projects.