The Campaign

'HP Lightropolis' is an artistic movement to promote the HP Workstations for creative professionals such as animators, engineers, designers, architects etc... Driven by the fact that many talented, creative professionals feel jaded by small day to day jobs, HP wants to demonstrate the possibilities of what creativity can do and how it could be used to make a bigger impact on people’s lives. By transforming the heart of the city into a giant canvas and using city lights as the “paint”, 'HP Lightropolis' is the unique opportunity for the target audience to rejuvenate the Singapore cityscape with their creativity. Campaigns like these demonstrate HP’s belief in the spirit of innovation to create endless possibilities. With HP, creativity truly knows no boundaries.

Success of the Campaign

In just 9 weeks, the campaign garnered more than 30,000 impressions and over 400 submissions were received. Each participant spent a minimum of 10min on the campaign to engage with the brand. The creations and especially the digital LED display created more media buzz for the campaign. With strategic partnership with ION Orchard (for the LED display) and no media buy, this campaign generated more publicity than the client expected.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign website was launched on the 25 March 2009 with an online tool for participants to create their best LED creations. Specially designed, personalised Direct Mailers were sent to top local creative professionals, inviting them as guest artists to launch the campaign. Launch emails were sent to HP's commercial customer base to increase awareness for a chance to win the HP Workstations when they participate. Banners were placed within www.hp.com.sg to drive more traffic to the campaign site. Posters were also placed in design institutions to highlight this rare opportunity for students to showcase their talent. The entire ION Orchard subway was transformed into a live digital LED gallery to showcase the submissions. This caught the attention of millions of people travelling through the subway and turned the dim and grim subway into a vibrant colourful wonderland.