SUMMARY: We loved this campaign so much that we've been badgering the poor marketers at Hewlett Packard to let us write a Case Study since June. They caved in this week, so here you go.
HP tested this campaign to see if they could replace their fat printed catalog with an online-only version. The results were unexpectedly good. (By the way, if you're a copywriter, you may pick up some good tips from the samples.)